Breakfast breaks out, meals offered throughout the day

by Staff
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PORT WASHINGTON, NEW YORK — Servings of breakfast foods are up 64% over the last five years, and a portion of the servings were ordered outside of normal breakfast hours, according to The NPD Group Inc., which provides consumer and retail information.

Forty-five percent of breakfast food servings at family-style restaurant chains were consumed outside of normal breakfast times, yet only 7% of breakfast foods at quick-service restaurants were ordered outside of normal breakfast hours.

Many full-service restaurant chains have offered breakfast foods throughout the day for a number of years, and some quick-service restaurants are also following in this pattern as well.

"There has been much talk about several major quick-service chains extending breakfast," said Bonnie Riggs, restaurant analyst for The NPD Group. "The biggest question remains whether it’s operationally feasible. It is still in an exploration phase as operators try to determine if it is feasible from an operational standpoint and if the consumer demand is great enough. Offering breakfast foods throughout the day could help increase visits from existing customers; it could also attract new customers."

According to The NPD Group, the breakfast sandwich is one item likely to have success outside of normal breakfast hours as 46% of all orders of breakfast food during other times of day include a breakfast sandwich. Quick-service restaurants are also likely to make offerings of pancakes, bacon and eggs available throughout the day.

"While consumers looking for a breakfast fix at quick-service restaurants after the morning mealtime have limited options, the NPD data reveal that, when breakfast items are available, consumers often order them, particularly during lunch," Ms. Riggs said.

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