Restaurants Can Score More Business by Serving Consumers’ Favorite Breakfast Foods

by | 3 minute read

Whether it’s the slurp of a honey banana smoothie or the crackle of
fresh bacon, breakfast is what gets many of us out of bed in the
morning. A new survey conducted by the National Honey Board highlights how the U.S. does breakfast.

Of the 92% of Americans who enjoy breakfast at least once a week, 69%
choose eggs as their favorite breakfast food while 46% of respondents
choose either bacon or sausage. U.S. breakfast lovers are also enjoying
their morning meal overwhelmingly at home, though 18% of respondents are
munching either in the car or at their desk. Additionally, 36% of
Americans are more likely to reach for oatmeal, granola or cereal as a
breakfast option if flavored with honey.

According to
AudienceSCAN, 55.5% of Breakfast/Brunch Restaurant Diners are willing to
pay more for higher quality on most products, and they’re 25% more
likely than other adults to be willing to pay more for healthy or
organic food products. Within the last month, 63% of this audience has
used a search engine to do research on products they would like to
purchase. Also, 90% of this audience prefers using Google to do their
searches. However, only 19.6% of this audience will venture past the
first page of results, so breakfast/lunch restaurants or food sellers
should make sure their SEO is up-to-date and boasts organic/healthy

Though it isn’t surprising that Americans prefer hearty
breakfasts at home, there are a few interesting twists in the survey

  • Americans in the Northeast are twice as likely to love
    bagels. According to survey data, those in Philadelphia, New York, and
    Boston are much more likely to indicate bagels as a breakfast favorite
    (39-43%) compared to Southern cities such as Atlanta, Houston, and
    Dallas (13-19%).    
  • Those that consider themselves
    environmentally-friendly are more inclined to favor toast and fruit for
    breakfast as well as hot tea with honey. According to the survey, 47% of
    environmentally-friendly individuals choose fruit, 40% choose toast,
    and 48% choose tea with honey.
  • About half of Americans who eat
    breakfast prefer one that includes a sweet element. Gen Z is the most
    likely to enjoy a sweet breakfast, with 60% reaching for something with a
    sweet element versus 47% overall.
  • One in three Americans who eat breakfast would be more likely to eat healthier foods when flavored with honey.

breakfast/brunch restaurants and businesses that sell food products to
make these meals can target Breakfast/Brunch Restaurant Diners
digitally. Within the last year, 53.6% of this audience took action
after receiving an advertisement via email, according to AudienceSCAN.
Mobile is also a great advertising medium since 49% of this audience
took action after seeing an ad on a mobile smartphone app or receiving a
text advertisement last year. They’re also 21% more likely than other
adults to click on a text link on a website. Traditional ads are also
effective, especially in the TV media format as 68.3% of this audience
took action after seeing them last year.

AudienceSCAN data is available for your applications and dashboards
through the SalesFuel API. Media companies and agencies can access
AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.

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