"It’s commonly said that breakfast is the most important meal of the day, but do consumers really think that? According to Smart's new 2019 Breakfast Keynote Report, around eight in 10 consumers say breakfast is an important part of their day, and three-​quarters of consumers prioritize healthiness at breakfast."

"In the a.m., convenience is key

Convenience is paramount for breakfast. When it comes to morning meals eaten at home, 'quick and easy to prepare' is the most important attribute for consumers, whereas a convenient location is most desired when deciding where to grab breakfast away from home. Among consumers who sometimes skip breakfast, more than one-​third cite a lack of time as the primary motivation. Overall, most consumers want a simple morning meal that fits into their schedules, and according to the report, valuing convenience even over other characteristics such as nutrition or indulgence."

"LSRs dominate breakfast

According to the report, 41% of US restaurants currently serve breakfast or are open during breakfast hours. Limited service restaurants (LSRs) are the primary purveyors, with over half of all fast casual and quick service restaurants (QSRs) offering breakfast. The morning daypart has been a prime source of incremental revenue over the last few years, particularly for LSR chains, many of which have notably created or expanded their a.m. offerings. Operators of convenience stores and QSRs in particular have witnessed the largest gains in breakfast sales, with 64% of C‑stores and 46% of QSRs seeing an increase in revenue from breakfast within the past year."

Breakfast-​serving businesses can further entice Fast Food Breakfast Lovers by offering both convenience AND deals. According to AudienceSCAN, these consumer's favorite types of emails to receive from businesses include coupons/​discount codes and limited-​time offers/​sales, and last year, more than half were driven to action by email ads. Additionally, these shoppers have used the internet to find coupons and discount codes within the last 30 days and 70% have taken action within the last year thanks to ads on daily deals sites such as Groupon. Last year, nearly 3/​4 were also driven to action by direct mail ads and coupons.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on quick-​serve, fast-​casual and full-​service restaurants and convenience stores, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.