As more players fight for market share, breakfast wars are intensifying, analysts insist.
New research from Technomic suggests brands must differentiate to stay ahead as competition for breakfast heats up.
The company’s 2019 Breakfast Consumer Trend Report takes a look at what brands can do to stay ahead of competition, such as adapting to off-premise trends by way of enhancing ordering amenities, updating menus with bold flavor innovation and adding healthier options.
Convenience should also be a big focus, including for weekend occasions.
“Moving forward, brands must differentiate themselves from competitors to drive customer loyalty,” explained Anne Mills, senior manager of consumer insights at Technomic.
“Adapting off-premise capabilities and creating innovative
menus to meet consumers’ increasing needs for convenience, uniqueness and
health will be key to success amid the breakfast wars.”
On average, 58% of consumers’ breakfast orders include both food and beverage, while 32% of millennials would like more restaurants to add vegetarian or vegan offerings for breakfast, compared to 20% overall.
Meanwhile, 60% of consumers skip breakfast at least once during the week. Technomic collected direct responses from 1,200 consumers for the report.