Winning at Breakfast - Capitalize on the Changing Breakfast Landscape - Sponsored by: Kellogg's ...
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@NRNonline Winning at Breakfast - Capitalize on the Changing Breakfast Landscape Sponsored by:
Speakers @NRNonline Chef Mario Garcia Chef Michael Wilson Kathryn Fenner Executive Chef Regional Culinary Director Principal Hilton Chicago Aramark Technomic
Winning at Breakfast Capitalize on the Changing Breakfast Landscape
Breakfast was the daypart hardest hit by the pandemic Image source: Shutterstock © 2022 Technomic, Inc. 4
As the daypart returns, Overall, consumers are Younger consumers
consumers are more focusing on taste, use is growing; we must
likely to enjoy it off- health, convenience understand their
premise and value, in that order challenges and what
appeals to them to drive
traffic
© 2022 Technomic, Inc. 5
COMPARED TO BEFORE THE COVID-19 PANDEMIC YEAR, ARE YOU
ORDERING BREAKFAST AWAY FROM HOME...?
40%
The same amount 27%
Overall, consumers are
34%
ordering breakfast
slightly less frequently
than before the 34%
pandemic Overall
However, younger Less frequently 28% Gen Zers
consumers report a net Millennials
29%
increase in foodservice
breakfast orders
26%
More frequently 45%
Base: 1,000 consumers
37%
Source: Technomic 2021 Away-From-Home Breakfast
Assessment
© 2022 Technomic, Inc. 6
IN THE COMING YEAR, HOW LIKELY IS IT THAT YOU WILL
INCREASE HOW OFTEN YOU PURCHASE BREAKFAST AWAY FROM
HOME?
Overall 24% 26%
Gen Zers 30% 37%
67% of Gen
Zers
Potential exists to
increase breakfast Millennials 35% 30% 65% of
traffic and sales in the millennials
coming year
Gen Xers 26% 25%
Baby boomers 11% 20%
4%
Matures 13%
Base: 1,000 consumers
Source: Technomic 2021 Away-From-Home Breakfast Very likely Somewhat likely
Assessment
© 2022 Technomic, Inc. 7
How have you seen the breakfast occasion change? What are you doing to drive traffic in the a.m.? Image source: Shutterstock © 2022 Technomic, Inc. 8
“WHEN PURCHASING BREAKFAST AWAY FROM HOME, I AM MOST
FREQUENTLY EATING…”
33%
In the restaurant/cafe/retail Down from
23% 47% in 2019
establishment
28%
24% Up from 22%
In my car/public transportation 22% in 2019
Dine-in still leads at 28%
breakfast, but younger
24%
consumers shift the At home, having brought the food Up from 15%
in 2019
27%
occasion to off-premise back to my house or apartment
17%
12%
At my desk at school/work 18%
17%
Overall
6%
Gen Zers
While walking to my destination 9%
Base: 1,000 consumers 10% Millennials
Source: Technomic 2021 Away-From-Home Breakfast
Assessment
© 2022 Technomic, Inc. 9
O F F - P R E M I S E W I L L B E I N C R E AS I N G LY V I TAL
IN THE COMING YEAR, DO YOU EXPECT TO ORDER BREAKFAST
FOR ___ MORE OFTEN, THE SAME OR LESS OFTEN THAN NOW?
The COVID-19
pandemic accelerated Delivery 37% 43% 20%
the trend.
Consumers are eating
at home more often,
even for breakfast
purchased away from
home. Takeout 36% 49% 14%
Base: 1,000 consumers
Source: Technomic 2021 Away-From-Home Breakfast More often The same amount Less often
Assessment
© 2022 Technomic, Inc. 10WHY DON’T YOU EAT/ORDER BREAKFAST AWAY FROM HOME?
SELECT ALL THAT APPLY.
48%
I prefer to make breakfast at home
34%
Younger consumers are 32%
Too expensive Down from
less likely to make 30% 41% in 2019
breakfast at home
13%
I don’t like typical breakfast offerings
● But cost and lack of 16% Down from
time, portability are 15% in 2019
11%
deterrents to breakfast I don’t have enough time
25% Overall
away from home for
10% 18-34
18- to 34-year-olds No healthy options are available
12%
● Highlighting grab-and-
go offerings is key I work at home and it’s easier to 10%
prepare at home 11%
9%
It’s hard to eat on the go
15%
7%
Base: 1,518 consumers who don’t order breakfast It’s hard to find items that fit my diet
away from home 5%
Source: Technomic 2021 Away-From-Home Breakfast
Assessment
© 2022 Technomic, Inc. 11What grab-an-go items appeal at breakfast? Has it changed over the last year? Image source: Shutterstock © 2022 Technomic, Inc. 12
VALUE DEALS ARE
BECOMING MORE
IMPORTANT TO ME
64%
Importance up
vs. 49% in
November 2021
Base: Approx. 570 consumers per statement
Source: Technomic Q1 2022 Consumer & Operator
Outlook Report
Image source: Shutterstock
© 2022 Technomic, Inc. 13CONSUMER PRICE THRESHOLDS FOR WEEKDAY BREAKFAST**
$12.10
Up
Breakfast
42%
$8.50
Consumers say a 27%
increase in prices will
cause them to visit less $13.80
often for breakfast* Lunch Up
Value propositions will 23%
$11.20
be updated as prices
rise
$17.70
Dinner Up
$15.60 13%
*Base: 1,000 consumers
**Base: 1,000 (2021) and 1,500 (2019) consumers
Source: Technomic 2021 Away-From-Home Breakfast
Assessment 2021 2019
© 2022 Technomic, Inc. 14Value doesn’t have to
mean a small price point
Best In Class LTO
Big Farmhouse BreakFEAST
IHOP
Get four types of meat, including two smoked sausage links, two
strips of hickory-smoked bacon, two pork sausage links and two
pieces of thick-cut ham, as well as two eggs your way, crispy hash
browns, two fluffy buttermilk pancakes and toast
Purchase Uniqueness: Draw: Craveability:
Intent: 153 79 118 122
22% VERY LIKELY 18% OF 30% OF 30% OF
TO PURCHASE POTENTIAL POTENTIAL POTENTIAL
PURCHASERS PURCHASERS PURCHASERS
CONSIDER VERY MUCH MORE WOULD
UNIQUE LIKELY TO VISIT DEFINITELY
FOR CRAVE
Source: Technomic Ignite Menu Image Source: IHOP website
© 2022 Technomic, Inc. 15WHY DO YOU CHOOSE TO SKIP BREAKFAST?
55%
I’m typically not hungry Down from
50% 59% in
2019
36%
I don’t have time to eat breakfast
40%
For those that skip
I do intermittent fasting and it’s during 19%
breakfast, health and my fasting period
Up from 12%
19% in 2019
timing is a factor
● Healthy options 17% Overall
To save money
important 22% 18-34
● Offering all-day breakfast
will appeal 11%
Diet reasons
14%
10%
No healthy options are available Up from 7%
in 2019
13%
7%
I don’t like breakfast foods/beverages
Base: 997 consumers who skip breakfast 8%
Source: Technomic 2021 Away-From-Home Breakfast
Assessment
© 2022 Technomic, Inc. 16% OF CONSUMERS WHO AGREE
68%
I am interested in restaurants serving all-
69%
day breakfast menus
76%
Strong demand exists
for all-day breakfast
It can help drive traffic
later in the day 59%
If more restaurants offered breakfast items
on their lunch and supper menus, I would 73%
eat out more frequently
76%
Base: 1,000 consumers
Source: Technomic 2021 Away-From-Home Breakfast
Assessment Overall Gen Zers Millennials
© 2022 Technomic, Inc. 17% OF CONSUMERS WHO AGREE
It is important for me to eat a nutritious
63%
breakfast
A nutritious breakfast
remains important
But don’t forget flavor I’m not willing to give up good taste for
55%
nutrition at breakfast away from home
I am interested in a healthier/reduced-fat
50%
version of my traditional breakfast staples
Base: Varies by statement
Source: Technomic 2021 Away-From-Home Breakfast
Assessment
© 2022 Technomic, Inc. 18WHICH ATTRIBUTES DO YOU TYPICALLY LOOK FOR WHEN PURCHASING
BREAKFAST AT A RESTAURANT/FOODSERVICE?**
High in protein 24%
Consumers look for a Natural 19%
variety of health
attributes for breakfast Real 18%
menus
Low-sugar 17%
46% Provides energy 16%
of consumers would like Low-salt/sodium 15%
restaurants to offer
more vegetarian or Contains no artificial ingredients 15%
vegan breakfast foods
or beverages* High in fiber 15%
Housemade 14%
*Base: 370 consumers
**Base: 1,000 consumers
**Note: 21% of consumers reported “none of the
above” Seasonal 13%
Source: Technomic 2021 Away-From-Home Breakfast
Assessment
© 2022 Technomic, Inc. 19How are you providing healthy options for your customers? What are your customers requesting? Image source: Shutterstock © 2022 Technomic, Inc. 20
Sustainability Can 30%
of consumers overall, and
Drive Visits 40% of Gen Zers, would be
PEOPLE more likely to visit
restaurants that make an
● Community involvement
effort to be sustainable*
and development
● Charitable giving
● Hunger reduction
● Employee diversity
● Equal rights
PLANET PRODUCT
● Reducing carbon ● Reduction of antibiotics
footprint ● Clean label
● Reducing water pollution ● Transparency
● Broad environmental ● Ingredient safety
protection ● Local growing
● Climate change
*Source: Technomic Consumer Trend Report 2020 US Generational
© 2022 Technomic, Inc.CONSUMER INTEREST IN INNOVATIVE BREAKFAST OFFERINGS
The right innovation can
drive purchases and
Overall 44% 10% 17%
traffic
● Traditional favorites with
small twists for most
● Millennials more interested
in unique experiences than
average
Gen Zers 51% 9% 16%
56%
of consumers are more
likely to order a
Millennials 45% 12% 25%
breakfast item if it is
only offered for a limited
time
3—a small twist on a traditional food/beverage
Base: 1,000 consumers 4
Source: Technomic 2021 Away-From-Home Breakfast
Assessment
5—completely new, unique menu item I have not had before
© 2022 Technomic, Inc. 22F L AV O R L I F E C Y C LE
Breakfast flavors poised
for growth:
Dessert-inspired Proven Favorites (Quick-Service and
Midscale Chains): Concepts that focus on
● Schmear It, a food truck flavors proven to have wide appeal for many
different palates (e.g., Wendy’s, Denny’s and
located in Philadelphia, Subway)
offers a S’mores Bagel Adopt the Popular (Fast-Casual and Traditional Casual-Dining Chains): Concepts that
● Champs Diner in Brooklyn, incorporate what is piquing consumer interest and gaining acceptance on menus (e.g., Corner
Bakery and Zaxby’s)
N.Y., menus Cookie Dough
Ahead of the Curve (Higher-End, Casual-Dining Chains): Chef-inspired concepts that watch
Pancakes with housemade for innovation from independents (e.g., Bonefish Grill, The Melting Pot and Seasons 52)
chocolate chip cookie dough
Innovators (Independents and Smaller Fine-Dining Chains): Chef-driven restaurants
leading the way in new uses of flavors and ingredients (e.g., The Slanted Door in San
Francisco and Au Cheval in Chicago)
Global
● Vietnamese breakfast Truffles 7.0 % Vanilla Bean 10.0 % Sesame 24.0 % Coffee 82.6 %
Red Velvet 7.0 % Milk Chocolate 10.0 % Brownie 20.0 % Bacon 78.1 %
options at Chicago-based
Pina Colada 7.0 % Chocolate Peanut Butter 10.0 % Basil 16.8 % Chocolate 74.1 %
food truck Saucy Porka such Vietnamese 4.7 % Oaxacan 10.0 % Sea Salt 16.0 % Orange 72.1 %
as its Egg and Chihuahua Brie 4.7 % Gruyere 10.0 % Pesto 14.4 % Strawberry 65.2 %
Fennel 4.7 % Creme Brulee 5.0 % Sesame Seed 12.8 % Apple 64.0 %
cheese Banh Mi
Colby 4.7 % Smores 5.0 % Poppy Seed 12.0 % Blueberry 58.3 %
Graham Cracker 4.7 % Moroccan Mint 5.0 % Cinnamon Raisin 12.0 % Mexican 56.3 %
Peanut 4.7 % Cotija 5.0 % Tart 11.2 % Cheddar 55.5 %
Cookie Dough 4.7 % Grenadine 5.0 % Lemon-Ginger 11.2 % Sugar 54.3 %
Source: Technomic Ignite Menu data, Q3 2021 Introduction Growth Mainstream Mature
© 2022 Technomic, Inc. 23W H AT AR E W E S E E I N G ?
Asian Influence
Asian flavors, ingredients
Caribou Coffee
and specialties 85°C Bakery Cafe BOUsted Green Tea
Dong Po Pastry Lemonade
Image Source: 85°C Bakery Cafe website Image Source: Caribou Coffee Facebook
© 2022 Technomic, Inc. 24W H AT ’ S T R E N D I N G : B AC K TO B AS I C S , S I M P LE T W I S T S
Purchase Intent
Image Source: Perkins Restaurant & Bakery website
Country Fried Steak And Campfire Mocha
Eggs
BREAKFAST NONALCOHOL Top 10
BEVERAGE LTO in
BREAKFAST ENTREE
2021*
Menu example from Menu example from
Perkins Restaurant & Bakery Caribou Coffee
Lightly breaded steak topped with our Real chocolate melted into steamed
country-style cream gravy. Served with milk and combined with our rich
two eggs, a choice of hash browns or espresso and toasted marshmallow
breakfast potatoes and a choice of flavor. Topped with whipped cream,
three buttermilk pancakes, fresh baked mini marshmallows and chocolate chips
Mammoth Muffin or buttered toast Score: 20% (top box)
Image Source: Caribou Coffee Postmates page
Score: 24% (top box) Index: 176
Index: 166
Note: Percentage=very craveable; Item name and description are from each company; Index score based on top-box response within daypart/mealpart
*Note: By purchase intent
Source: Technomic Ignite Menu
© 2022 Technomic, Inc. 25W H AT ’ S T R E N D I N G | D E S S E R T F L AV O R S
Uniqueness
Image Source: Shutterstock
Pina Colada Muffin Top Napoleon Temptation
Top 10
BREAKFAST SIDE BREAKFAST ENTREE LTO in
2021*
Menu example from Menu example from
Kneaders Bakery & Cafe Another Broken Egg Cafe
Pina colada with bits of pineapple and Stack of one buttermilk cake, French
coconut flakes toast, Belgian waffle and cinnamon roll
French toast topped with fresh berries,
Score: 36%
rum butter sauce and powdered sugar.
Index: 154 Served with two eggs any style and
baked bacon or housemade sausage
patties
Image Source: Another Broken Egg Cafe website
Score: 38%
Index: 155
Note: Percentage=very craveable; Item name and description are from each company; Index score based on top-box response within daypart/mealpart
*Note: By uniqueness
Source: Technomic Ignite Menu
© 2022 Technomic, Inc. 26W H AT ’ S T R E N D I N G | H E ALT H
Draw Top 10
LTO in
2021*
Blueberry Matcha Latte Vegan Breakfast Sandwich
BREAKFAST NONALCOHOL BREAKFAST ENTREE
BEVERAGE
Menu example from
Menu example from Starbucks Image Source: Dunkin’ website
Dunkin’ Made with mung bean-based egg, a
A delightfully delicious combination of plant-based sausage patty and dairy-
our sweetened matcha green tea free cheese on an English muffin
powder blend with blueberry flavor and
Score: Score: 32%
guests’ choice of milk, including
nondairy alternatives like oat and Index: 113
almond milks
Score: 41%
Index: 154
Image Source: Starbucks Instagram
Note: Percentage=very craveable; Item name and description are from each company; Index score based on top-box response within daypart/mealpart
*Note: By draw
Source: Technomic Ignite Menu
© 2022 Technomic, Inc. 27W H AT ’ S T R E N D I N G | C O M FO R T, H E ALT H
Craveability
Oat Milk Kicker Apple Pie-Stuffed French
BREAKFAST NONALCOHOL Toast
BEVERAGE BREAKFAST ENTREE Image Source: Dutch Bros. Coffee website
Menu example from Top 10 Menu example from
Dutch Bros. Coffee LTO in
2021* Silver Diner
Irish cream oat milk latte
Cinnamon sugar-crusted, layered
Score: 38% vanilla creme, roasted apples,
Index: 158 pomegranate seeds and salted caramel
drizzle
Score: 25%
Index: 109
71% Top Two Box PURCHASE
INTENT FOR GEN Z
Image Source: Silver Diner website
Note: Percentage=very craveable; Item name and description are from each company; Index score based on top-box response within daypart/mealpart
*Note: By craveability
Source: Technomic Ignite Menu
© 2022 Technomic, Inc. 28W H AT AR E W E S E E I N G ?
Brand Callouts, Krispy Kreme
Mini Caramel Cookie
Portable Minis Carl’s Jr. Doughnut topped
Froot Loops Mini with Twix Cookie Bar
Donut pieces
Image Source: CKE Restaurants Image Source: Krispy Kreme release
52% Top Two Box 60% Top Two Box
Purchase Intent for Purchase Intent for
Millennials Millennials
© 2022 Technomic, Inc. 29What types of LTO or menu innovation are you having success with at breakfast? Image source: Shutterstock © 2022 Technomic, Inc. 30
FUTURE FOCUS
Gen Z and Make it portable Dress up the Boost the variety
millennials Handheld
classics of healthy
Offer opportunity at Twists on familiar most
options
Clean eating
breakfast important at breakfast Be transparent,
Beverages communicate health and
Expect an increase in off- Comfort rules sustainability benefits
premise occasions Look to minis and global
Healthy halo helpful Plant-based is table stakes
street food for inspiration
Brands can be powerful Don’t forget flavor
© 2022 Technomic, Inc. 31Thank you! © 2022 Technomic, Inc. 32
Q&A @NRNonline
Chef Mario Garcia
Executive Chef
Hilton Chicago
Ask Questions Chef Michael Wilson
To ask our presenters Regional Culinary Director
questions, Aramark
simply type them in the bottom
of your console and click
Submit.
Kathryn Fenner
Principal
TechnomicThank you for attending!
special thanks to
for sponsoring this webinar
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