Many Consumers Prefer Breakfast Items Throughout the Day

According to a new Technomic study, many consumers — particularly women — wish restaurants would offer breakfast items all day rather than just as a morning meal. Consumer Spending logo

In its Breakfast Consumer Trend Report, Technomic found that 46% of consumers say they would like breakfast to be served all day at full-​service restaurants, while 32% said they would like all-​day breakfast options at limited-​service restaurants.  The study also revealed that women are significantly more interested in breakfast foods for lunch or dinner than men.

"Operators looking to expand breakfast into other dayparts should be mindful of their customer base and develop new offerings accordingly," said Darren Tristano, executive vice president at Chicago-​based Technomic. "Understanding the general flavor, ingredient and preparation preferences held by female consumers can help operators and suppliers introduce the most appealing breakfast options beyond morning hours for these guests."

The Technomic study also found that 43% of respondents said they visit their preferred restaurant for weekend breakfasts because the food tastes really good. Comparatively, 45% said their weekday breakfast visits are driven by inexpensive offerings and 38% said convenience of location was a factor.

Sixty-​three percent said they expect breakfast purchases at restaurants and convenience stores to remain about the same next year.

Breakfast sandwiches remain popular with consumers, Technomic found. Today more than 77% of customers buy breakfast sandwiches sometimes or often during weekdays, compared with 73% in 2007. On weekends, the purchase of breakfast sandwiches increased from 61% in 2007 to 70% in 2009.

"Breakfast Consumer Trend Report," conducted by Technomic, as cited by a December 2, 2009 online report by Nation's Restaurant News.  Website: www​.nrn​.com; www​.technomic​.com.