Quick Service Restaurants Take on BREAKFAST!

Remember the saying, “Breakfast is the most important meal of the day?” Research shows this to be true, and it may help control Americans increasing problem with obesity. Aside from the health benefits of eating breakfast (which are all important), there is also a business opportunity for quick service restaurants.

According to QSR, nearly half of all American consumers visited a quick service restaurant for their morning meal last year. With that stat, the market has acknowledged breakfast is on the rise and quick service restaurants across the country are stepping up to meet the needs of their customers.

Consumers are on the go and looking for breakfast options that are portable, save money and save time. If you are the owner or manager of a quick serve restaurant thinking about offering a breakfast menu the future is definitely bright! During the 2007 economic downturn quick service restaurants increased breakfast menu options, which were positioned in the market to attract consumers that would otherwise eat breakfast at more expensive, full service restaurants.

The QSR also said, Subway added breakfast options in 2010, and has since been followed by Wendy’s and Taco Bell. Last year, breakfast sales totaled nearly $25.5 billion and are expected to see growth in the 2% range this year.

Adding a breakfast menu to an already existing quick serve restaurant operation can be easy for food service operators. Simply adding coffee and a few good food offerings, along with opening earlier, is all it takes. Research shows the breakfast sandwich is the most purchased breakfast food item, after coffee of course. Whether using biscuits, bread, buns, muffins, or tortillas, the sandwich leads the morning menu. Alternatively, one-third of breakfast consumers are opting for breakfast pastries, including cinnamon rolls, coffee cake, muffins, Danishes, and scones. All of these food options cater to portability, which is what consumers are looking for. And adding healthier breakfast options like oatmeal, fruit, or low-calorie breakfast bars will cater to the more health-conscious on-the-go consumer.

Convenience is king and breakfast items that are portable are predicted to continue to grow. Independent quick service restaurants in higher density populations should consider entering the breakfast market space. Independent restaurants can build loyalty through convenience, value, and service. Quick service restaurants that effectively market menus to meet what consumers are looking for will generate repeat business and thrive.

If you are an independent quick service restaurant and recently entered the breakfast market; let us know how it’s going for you; we would enjoy hearing your experience!