Breakfast Remains Most Important Meal of the Day for Restaurants

Press enter to search
Close search
Open Menu

Breakfast Remains Most Important Meal of the Day for Restaurants


ROCKVILLE, Md. – Breakfast is not only the most important meal of the day for the average American consumer, but also for the U.S. restaurant industry, according to a new report from market researcher Packaged Facts.

The breakfast daypart continues to drive sales for both limited- and full-service restaurants, leading to an estimated $47 million in sales this year, up 5 percent from 2012. Breakfast sales are forecasted to increase by more than 5 percent in 2014 and 2015, the Foodservice Breakfast Trends in the U.S., 2nd Edition study stated.

Per-capita spending on the breakfast daypart increased nearly 8 percent from 2007 to 2012, outpacing the lunch, dinner and snack dayparts, according Packaged Facts Research Director David Sprinkle.

Limited-service breakfast grew 11 percent, more than twice the growth of full-service breakfast (up 5 percent) due to a mixture of consumer trade-down, increased limited-service breakfast availability and variety, and the needs of on-the-go consumers. Limited-service restaurants, which make up two-thirds of total restaurant breakfast sales, are also benefitting from menu item innovation that hits healthfulness, indulgence, and quality notes, as well as tea and juice innovation.

Full-service breakfast, meanwhile, is in the middle of a rebound. Although full-service restaurants may face difficulties with pricing, they have generally recovered from steep recession-driven declines, and many family restaurant chains have found success through experiments with take-out and portable menu options, the researcher noted.

The full report is available here on Packaged Facts' website.