Consumers desire breakfast throughout the day

by Eric Schroeder
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CHICAGO — Consumers enjoy breakfast foods and beverages so much that many wish they could eat it any time of day, according to market research firm Technomic. In fact, 46% of consumers surveyed said they would like to see full-service restaurants offer breakfast throughout the day.

Women were especially more interested in having breakfast offered throughout the day. These findings are a part of the new Breakfast Consumer Trend Report from Technomic.

"Operators looking to expand breakfast into other dayparts should be mindful of their customer base and develop new offerings accordingly," said Darren Tristano, executive vice-president at Technomic. "Understanding the general flavor, ingredient and preparation preference held by female consumers can help operators and suppliers introduce the most appealing breakfast options beyond morning hours for these guests."

In addition, one in four consumers treat themselves to a large, traditional breakfast on the weekend. Sixty-three per cent of consumers said they expect their breakfast purchases at restaurants and convenience stores to remain about the same in the coming year, and consumer interest in breakfast sandwiches has grown significantly since 2007. Also, leading fast-casual restaurant chains are adding new entrees and side items to their breakfast menus faster than any other restaurant sub-segment.

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