Breakfast opportunities underdeveloped

by Staff
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CHICAGO — Even though breakfast sales at restaurants are growing, the market is still an underdeveloped opportunity, according to a report from Technomic Inc., a research and consulting service for the food industry.

"Breakfast menus are underdeveloped and often lacking in innovation," said Darren Tristano, executive vice-president of Tehnomic Information Services. "Few limited-service restaurants, for example, offer a separate kids breakfast menu or a ‘healthy’ menu."

Mr. Tristano said he believes this means an opportunity for both chain operators and their suppliers.

According to the breakfast category report, consumers see breakfasts on weekdays and weekends differently, desiring convenience and portability during the week, and food quality, variety and a welcoming restaurant atmosphere on weekends.

Breakfast sandwiches are increasing in popularity. Two years ago, 60% of consumers said they order breakfast sandwiches when eating away from home during the week and this number has since increased to 73%. Consumers buying breakfast sandwiches on the weekend also increased to 60% from 55%.

Forty-four per cent of consumers said they would like to have breakfast offered all day and 43% said they would order breakfast outside of normal breakfast hours.

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