Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- The bad news first...
- ...and then the good news
- What will it take to keep them coming?
- Innovations and strengths
- Restaurant analyses:
- Brand analysis: McDonald' s
- Advertising is a "breakfast eat breakfast" world
- The Consumer section in brief
- Fast food the weekday leader
- Spending is down
- Convenience, quality and cost hold the trump cards during the week
- Weekends are about leisurely breakfast out
- How to steal customers
- What consumers want to see more of
- Competitive Context
- Key points
- Traffic bleeding from restaurants to the kitchen table
- Figure 4: Ways consumers have cut down on restaurant spending, November
2009
- Keeping customers out of their kitchens
- Figure 5: Prices for breakfast at home versus out, for one and four, 2009
- Meals eaten away from home enhance their price-competitiveness
- Keep an eye on at-home breakfast trends
- Market Size and Forecast
- Key points
- Strong historical growth, but a tempered future
- Figure 6: Expenditures for breakfast and brunch purchased at restaurants
and carry-out venues, 2003-13
- Figure 7: Expenditures for breakfast and brunch purchased at restaurants
and carry-out venues, limited service and full service, 2003-08
- Sales by daypart
- Figure 8: Full-service versus limited-service restaurants, percentage of
sales, by daypart, 2008
- Market Drivers
- Key points
- Restaurant breakfast takeaways
- Today' s forecast: Lots of rain and clouds
- Bottom line--restaurant industry in recession
- Figure 9: Restaurant Performance Index, current situation, and
expectations, November 2007-October 2008
- Consumer reaction to recession impacts restaurant breakfast spending
- Rapidly changing commodity prices provide added strain for restaurants
- What this means for restaurants
- Figure 10: Producer Price Index, key farm products, January
2004-November 2008
- All aboard the CPI rollercoaster!
- Implications for restaurants
- Figure 11: Consumer Price Index, key consumer items, January
2004-November 2008
- Consumer debt overload
- Implications for restaurants
- Figure 12: Consumer credit outstanding, dollar change, by quarter,
2007-08
- Figure 13: Consumer credit outstanding, percentage change, by quarter,
2007-08
- Falling home values and equity values create negative spending outlooks
- Implications for restaurants
- Figure 14: S&P/Case-Shiller Home Price Index, January 2004-October 2008
- Despite economic woes, dining out remains a shining light for some
- Figure 15: Where consumers spend their "extra" money, July 2008
- Healthy eating habits a boon and a bust
- Figure 16: Breakfast usage, usage frequency, and mean weekly use,
September 2008
- Innovation and Innovators
- Key points
- Spinning value
- Menu innovations
- Thinking outside the protein box
- Morning drinks with a twist
- Enticing customers with breakfast offerings beyond the "same old, same old"
- Ethnic influences
- Health innovation
- Breakfast sandwiches
- Smaller portions for smaller appetites
- Full-service quality with fast-service convenience
- Extending/modifying length of daypart
- Comfort food makes everything seem okay
- Restaurant Analysis: Hardee' s
- Key points
- The big picture
- On-track trend: The comfort food/convenience combo
- Figure 17: Top ingredient claims, Hardee' s
- Opportunity: Tweak menu to offer healthy options, all-day breakfast
- Restaurant Analysis: IHOP
- Key points
- The big picture
- Figure 18: IHOP system-wide same-store sales, percentage increase,
2005-08
- On-track trend: Specialty menus
- Healthful choices--and positive spins on less healthful choices
- All-you-can-eat LTO for 2009
- Senior specials
- On-track trend: Reasonably priced comfort food
- On-track trend: Menu items that blur daypart lines
- On-track trend: The convenience war
- Opportunity: More ethnic choices
- Figure 19: IHOP demographic profile, January-November 2007
- Restaurant Analysis: Denny' s
- Key points
- The big picture
- Figure 20: Denny' s same-store sales and check averages, growth rate,
2007 and 2008
- On-track trend: Aggressive advertising
- On-track trend: Specialty menus
- Healthy options
- Senior menu
- Kids' menu
- On-track trend: Angling against QSR convenience and price advantage
- On-track trend: Targeting the Hispanic demographic
- Figure 21: Denny' s demographic profile, January-November 2007
- Opportunity: Keeping it in check
- Restaurant Brand Qualities: McDonald' s Breakfast Case Study
- Key points
- Healthy brand equals healthy sales
- Leading the charge: McDonald' s sets the bar
- For coffee...
- For breakfast...
- For value...
- McDonald' s tries to show it can be "easy being green"
- Bottom line: The McDonald' s brand has become synonymous with success
- Advertising and Promotion
- Recession fuels aggressive comparison advertising
- Giveaways encourage product sampling
- Denny' s takes a "no holds barred" approach
- Pitting breakfast out against breakfast at home
- Figure 22: McDonalds breakfast, 2008
- Figure 23: Jack in the Box breakfast, 2008
- Value promotions
- Figure 24: International House of Pancakes (IHOP), 2008
- Figure 25: McDonalds breakfast, 2008
- Real food. Fresh ingredients
- Figure 26: The Original Pancake House, 2008
- Figure 27: Denny' s, 2008
- Mini meals
- Figure 28: Sonic, 2008
- Figure 29: Krispy Kreme Doughnuts, 2008
- Breakfast Usage and Mean Use by Location
- Key points
- Usage overview
- Weekday breakfast usage: an overview
- Figure 30: Weekday breakfast usage, usage frequency, and mean use, by
location, November 2008
- Weekend breakfast usage: an overview
- Figure 31: Weekend breakfast usage, usage frequency, and mean use, by
location, November 2008
- Restaurant Breakfast Spending Trends
- Key points
- Restaurant breakfast spending trends: an overview
- Figure 32: Restaurant breakfast spending behavior compared to last year,
November 2008
- Restaurant breakfast spending trends: in-depth
- Figure 33: Restaurant breakfast spending behavior compared to last year,
by gender, November 2008
- Figure 34: Restaurant breakfast spending behavior compared to last year,
by HH income, November 2008
- Figure 35: Restaurant breakfast spending behavior compared to last year,
by presence of children, November 2008
- Most Important Restaurant Breakfast Selection Factors
- Key points
- Most important restaurant breakfast selection factors: an overview
- Figure 36: Most important restaurant breakfast selection factors,
weekday versus weekend, November 2008
- Most important restaurant breakfast selection factors: weekdays
- Figure 37: Most important weekday restaurant breakfast selection
factors, by gender, November 2008
- Figure 38: Most important weekday restaurant breakfast selection
factors, by age, November 2008
- Most important restaurant breakfast selection factors: weekends
- Figure 39: Most important weekend restaurant breakfast selection
factors, by gender, November 2008
- Figure 40: Most important weekend restaurant breakfast selection
factors, by age, November 2008
- Attitudes Toward Eating Breakfast Out
- Key points
- Attitudes toward eating breakfast out: an overview
- Figure 41: Attitudes toward eating breakfast out, November 2008
- Attitudes toward eating breakfast out: in depth
- Figure 42: Attitudes toward eating breakfast out, by gender, November
2008
- Figure 43: Attitudes toward eating breakfast out, by age, November 2008
- Figure 44: Attitudes toward eating breakfast out, by HH income, November
2008
- Attitudes Toward Eating Weekday Breakfast Out
- Key points
- Attitudes toward eating weekday breakfast out: an overview
- Figure 45: Attitudes toward eating weekday breakfast out, November 2008
- Attitudes toward eating weekday breakfast out: in depth
- Figure 46: Attitudes toward eating weekday breakfast out, by age,
November 2008
- Switching Breakfast Venues
- Key points
- Switching breakfast venues: an overview
- Figure 47: Motivations for switching breakfast locations, November 2008
- Switching breakfast venues: in depth
- Figure 48: Motivations for switching breakfast locations, by age,
November 2008
- Figure 49: Motivations for switching breakfast locations, by presence of
children, November 2008
- Breakfast Menu Items Consumers Want To See More Of
- Key points
- Breakfast menu items consumers want to see more of: an overview
- Figure 50: Breakfast menu items consumers want to see more of, November
2008
- Breakfast menu items consumers want to see more of: in depth
- Figure 51: Breakfast menu items consumers want to see more of, by
gender, November 2008
- Figure 52: Breakfast menu items consumers want to see more of, by HH
income, November 2008
- Appendix: Trade Associations
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