Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Highlights
- A growing market
- Burritos, gourmet coffee, and big sandwiches
- McDonald' s, Starbucks, BK, Dunkin' lead industry
- Operators selling humor
- Only a minority eat LSR breakfast
- Age-based trends
- Looking for something new
- Role of kids and gender
- Trends by race/ethnicity
- Promotions and discounts effective with minority of minorities
- Residential expansion and LSR breakfast expansion
- Competition to increase
- The X factor: the budding war on obesity
- Market Drivers
- Overview
- Time deprivation/convenience
- Commute times growing
- Figure 1: Commutes times in the U.S., 1990 and 2000
- Employment
- Figure 2: Size of the U.S. workforce, 2000-05
- Competition from convenience stores
- Figure 3: Number of convenience stores, 2000-05
- Single-serve cereal aims to be car-friendly
- Competition from breakfast bars--the ultimate convenience food
- Differences by race/ethnicity
- Figure 4: U.S. population, by race/ethnicity, 2001-11
- Differences by age
- Figure 5: Growth of the U.S. population, by age, 2001-11
- Market Size and Trends
- Market size
- Figure 6: Total U.S. retail sales of LSR breakfast, at current and
constant prices, 2001-06
- Beyond the bun: burritos, bagels, croissants, and biscuits
- Enormous sandwiches
- Coffee, fast casual, QSR segments blurring
- Breakfast all day long
- Premium breakfast
- Market Segmentation
- Overview
- Figure 7: U.S. sales of limited-service breakfast, segmented by type,
2004 and 2006
- Standard LSRs
- Figure 8: Total U.S. retail sales of LSR breakfast, at current and
constant prices, 2001-06
- Employer and school cafeterias
- Figure 9: Total U.S. sales of breakfast at employee and school
cafeterias,
- Market Overview
- Figure 10: Perceived advantages and disadvantages of segment leaders
serving breakfast*
- Figure 11: Selected breakfast menu additions, 2006-07
- Companies and brands
- McDonald' s
- Starbucks
- Burger King
- Dunkin' Donuts
- Quiznos
- Sonic
- Jack in the Box
- Hardee' s/Carl' s Jr./CKE Restaurants
- Panera Bread
- Del Taco
- Einstein Bros. Bagels (New World Restaurant Group)
- Chick-fil-A
- New entrants en route to market
- Advertising and Promotion
- Introduction
- Figure 12: Restaurant ad spending in the U.S., 2004 and 2005
- McDonald' s
- Figure 13: Advertisement: McDonald' s #1
- Figure 14: Advertisement: McDonald' s #2
- Burger King
- Chick-fil-A
- Figure 15: Advertisement: Chick-fil-A
- Dunkin' Donuts
- Figure 16: Advertisement: Dunkin' Donuts
- Panera Bread
- Einstein Bros. Bagels
- Sonic
- Figure 17: Advertisement: Sonic
- The Consumer
- Introduction
- Summary
- The frequent user
- Eating breakfast out
- Figure 18: Use of restaurants for breakfast, by gender, age and
household income, May 2005-June 2006
- Party composition
- Figure 19: Party composition, by age, May 2005-June 2006
- Figure 20: Party composition, by gender, May 2005-June 2006
- Figure 21: Party composition, by household income, May 2005-June 2006
- Figure 22: Party composition, by marital status, May 2005-June 2006
- Figure 23: Party composition, by parental status, May 2005-June 2006
- Frequency of eating breakfast out
- Figure 24: Frequency of eating breakfast out, by gender, age, and
household income, November 2006
- Figure 25: Frequency of eating breakfast out, by household size and
employment, November 2006
- Weekday breakfast restaurant patronage
- Figure 26: Weekday breakfast dining out, frequency by location, by age,
November 2006
- Figure 27: Chart: Weekday breakfast dining out, frequency by location,
by age, November 2006
- Weekday breakfasts: other demographics
- Weekday breakfasts: 18-34s examined by race/ethnicity and gender
- Figure 28: Weekday breakfast dining out, frequency by location, by age,
gender, and race/ethnicity, November 2006
- Weekend breakfast restaurant patronage
- Figure 29: Weekend breakfast dining out, frequency by location, by age,
November 2006
- Weekend breakfasts: other demographics
- Menu choices
- Figure 30: Breakfast food preferences, by age, November 2006
- Figure 31: Chart: Breakfast food preferences, by age, November 2006
- Figure 32: Breakfast food preferences, by household income, November 2006
- Beverages frequently or always ordered
- Figure 33: Breakfast beverage preferences, by age, November 2006
- Figure 34: Chart: Breakfast beverage preferences, by age, November 2006
- Figure 35: Breakfast beverage preferences, by household income, November
2006
- Restaurant loyalty
- Figure 36: Breakfast restaurant loyalty, by age, November 2006
- Figure 37: Breakfast restaurant loyalty, by household income, November
2006
- Breakfast time management
- Figure 38: Breakfast time management, by age, November 2006
- Figure 39: Breakfast time management, by age, November 2006
- Attitudes towards health and family and eating breakfast out
- Figure 40: Opinions toward breakfast and health or family, by age,
November 2006
- Attitudes towards eating breakfast out
- Figure 41: General attitudes toward breakfast, by age, November 2006
- Exotic breakfast choices
- Figure 42: Breakfast food choices, by age, November 2006
- Figure 43: Breakfast food choices, by age, November 2006
- Nutritional concerns
- Figure 44: Breakfast nutritional concerns, by age, November 2006
- Figure 45: Graph: Breakfast nutritional concerns, by age, November 2006
- Breakfast restaurant selection criteria
- Figure 46: Breakfast restaurant selection criteria, by age, November 2006
- Figure 47: Breakfast restaurant selection criteria, by age, November 2006
- Minority racial and ethnic groups
- Penetration and frequency for eating breakfast out
- Figure 48: Use of restaurants for breakfast, by race/ethnicity, May
2005-June 2006
- Figure 49: Frequency of eating breakfast out, by race/ethnicity,
November 2006
- Party composition
- Figure 50: Party composition, by race/ethnicity, May 2005-June 2006
- Menu and restaurant selection
- Figure 51: Menu selection, by race/ethnicity, November 2006
- Figure 52: Beverage selection, by race/ethnicity, November 2006
- Figure 53: Restaurant loyalty, by race/ethnicity, November 2006
- Figure 54: Breakfast time management and activities, by race/ethnicity,
November 2006
- Figure 55: Opinions about healthy breakfasts and family outings, by
race/ethnicity, November 2006
- Figure 56: General attitudes toward breakfast, by race/ethnicity,
November 2006
- Figure 57: Exotic breakfast choices, by race/ethnicity, November 2006
- Figure 58: Breakfast nutrition concerns, by race/ethnicity, November 2006
- Figure 59: Breakfast restaurant selection criteria, by race/ethnicity,
November 2006
- Future and Forecast
- Future trends
- The war on obesity
- Overview
- Figure 60: Prevalence of overweight and obesity among U.S. adults,
1976-2002
- Litigation raises public awareness
- What consumers say they want...
- ...may not be what they will eat...
- ...and could result in reduced sales
- More fruit
- Incremental movement toward healthier offerings
- Continued expansion of Hispanic-flavored breakfasts
- Order ahead for fast casual
- A crowded marketplace
- Standing out in a crowd
- Breakfast deliveries to home and work
- Tea: the next coffee?
- Market forecast
- Limited-service breakfast
- Figure 61: Forecast of total U.S. sales of limited-service breakfast, at
current and constant prices, 2006-11
- Forecast factors
- Appendix: Trade Associations
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