Restaurants To Market to Brunch Lovers

The day-​parts for eating have been expanding as U.S. consumers show increasing variation in the times that they eat out. In brunchaddition to the traditional breakfast, lunch, and dinner pitches, restaurants are encouraging consumers to drop by for a mid-​afternoon or late evening snack. There’s another meal that deserves a portion of marketing dollars and that’s the weekend brunch.

While brunch is most heavily promoted by full service restaurants, it turns out that 40% consumers are going to brunch at least once every 1 to 3 months at casual dining eateries. Here’s where consumers enjoy this meal more than once a month:

  • Fine dining 4%
  • Casual dining 15%
  • Midscale 17%
  • Cafeteria/​buffet 10%
  • Fast casual 20%
  • Quick service 41%
  • Coffee shop 25%

A new Technomic study shows that consumer ethnicity plays a role in which day they go to brunch. 52% of Whites who enjoy brunch go out on Sundays. For 60% of Asians, Saturday is the preferred day. About 1 in 5 Hispanics and Blacks also go to brunch during the week.

Restaurant operators who provide discounts will generate traffic from specific demographic groups. About 75% of those who earn $25,000 annually would go to brunch more frequently if they had a price deal. For 68% of those who earn between $75,000 and $99,999, the same holds true. Consumers would also like to see restaurants offer longer hours for brunch. In terms of the menu, fresh food is a growing favorite for brunch lovers. Restaurants should make sure to offer other consumer favorites – orange juice, hot coffee, breakfast meats,  pancakes/​waffles, and multiple egg-​based dishes. There’s one more detail about brunch that makes it unique as a dining out experience – this particular meal is seen as a time to relax with friends and family for 41% of consumers.  Marketers should emphasize how their offerings fill that consumer need.

Check out the Frequent Diners Audience Interests & Intent report available at the Research Store on Ad​-ology​.com.

[Source: Pushing the Boundaries of Brunch. Technomic​.com. Spring 2013. Web. 9 May 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.