News

Breakfast sales growth linked to healthy options, coffee

January 23, 2014

More than eight out of 10 Canadian consumers (82 percent) say they eat breakfast at least sometimes, and 32 percent say that they always eat breakfast, according to new research from Technomic. The marketing research firm has identified opportunities for Canadian concepts to drive breakfast daypart sales.

For example, according to a news release, 43 percent of Canadian breakfast consumers told Technomic they skip breakfast at least once a week. To help lure these customers, and drive incremental traffic and sales, foodservice operators should tailor breakfast programs to meet consumers' most important needs, including convenience, value, health and variety.

"There are opportunities to increase breakfast traffic in each restaurant segment," said Darren Tristano, EVP of Technomic Inc. "But in order to do so, operators must highlight their strengths. Limited-service breakfast customers tell us that value menus, breakfast sandwiches and portability are important to them, while overall menu variety, all-day breakfast items and kids' breakfast options are particularly important to full-service breakfast consumers. Zeroing in on the core needs of your breakfast customer is integral to building the daypart's success."

Other highlights from Technomic's Canadian Breakfast Consumer Trend Report include:

• Breakfast is a price-sensitive meal: 52 percent of consumers who eat breakfast at home do so to save money; at least three out of 10 say it is too expensive to purchase breakfast from limited-service restaurants (31 percent) and full-service restaurants (43 percent) during the week.
• Consumers link breakfast and health: 73 percent of consumers feel it is unhealthy to skip breakfast. Healthy breakfast options are a top traffic driver at both LSRs and FSRs, and open-ended data reiterates this call for healthy breakfast fare.
• Don't forget about coffee: About 63 percent of foodservice breakfasts include coffee. Additionally, consumers cite the availability of their preferred coffee as a key reason why they visit their primary breakfast source.

Read more about restaurant trends.