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Breakfast: New Opportunities to Grow Sales
NRA Panel: Written Responses
 The American Egg Board recently presented and sponsored a discussion at the National Restaurant Association Restaurant, Hotel-Motel Show titled Breakfast: New Opportunities to Grow Sales. Featuring Michele Schmal from The NPD Group/CREST®, Stan Frankenthaler Culinary Director of Dunkin' Donuts, Courtney Parks from Open City and moderated by Steve Solomon, National Accounts Director of AEB, the panel presented pertinent data about the breakfast daypart as well as key insights from the panelists.
Following you will find interesting statements about the profitability and trends in the breakfast daypart.
- Procuring breakfast away from home, regardless of where it is ultimately consumed, is much more habitual than other meals.
- QSR breakfast tends to be a solitary meal for adults; it is often purchased through the drive-thru on the way to work, therefore much less likely to be impacted by others' input.
- The financial ability to treat ourselves is diminished during a tough economy, but small indulgences like breakfast away from home are needed more than ever to assure us that everything is really okay.
- Tough economies also bring a need for comfort foods, but that need is not relegated to the morning, so some QSR chains offer all-day breakfast.
- Nearly 50% of all foodservice breakfasts are eaten in the car or at work, and 17% are being taken home to consume.
- Consumers continue to demand “healthy” food, but the real issue is having the choice of better-for-me foods that taste good.
- Consumers see eggs as a familiar and satisfying food, while chefs appreciate their great versatility and creativity.
- As strong as the QSR breakfast segment growth has been, per The NPD Group/CREST only 11.5% of our breakfasts are purchased away from home, leaving a huge untapped market.
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