Breakfast: The New Lunch and Dinner.

Posted on Posted in Advertising, Culture, Food Service, Food Trends, Retail, Shopper Marketing

How breakfast in Fast Food changed the industry.

The long-standing sentiment is that breakfast is the most important meal of the day. But recently, Americans are taking this philosophy to heart more than ever.

It used to be that breakfast was overlooked – pushed aside due to the morning hustle and bustle or a general lack of desire. Today, consumers are more enticed to make time for it thanks to the Fast Food industry expanding breakfast menus and introducing “breakfast all day.” While the trend seems to be new, it shows no sign of slowing down, with estimates saying breakfast consumption will increase five percent over the next few years.

As the breakfast trend continues to grow, it’s inviting companies to grow with it through innovation. The consumer already sees most Fast Food breakfast options as healthy compared to other items on the menu, so if companies want this to continue, they’ll need to keep those options coming.

While the consumption of breakfast on the go develops, the majority of consumers still grab a quick bite from their pantry at home. Roughly 68 percent of consumers, even when rushed, grab breakfast before leaving their home. The perceived lack time for a traditional breakfast led to the popularity of single-serve yogurt and breakfast bars. This opened the door for Fast Food companies to be more involved with the breakfast meal.

How exactly did they accomplish this? Well, McDonalds is to thank for introducing “Breakfast Anytime” to the Fast Food market. “Breakfast Anytime” isn’t groundbreaking or foreign to consumers – companies like IHOP and Denny’s have been providing a sit-down version of this for years. However, the consumer is looking for convenient and interesting “snackable” breakfast options. For instance, 48 percent of consumers enjoy breakfast foods at nontraditional times. Since nearly half of consumers today are eating breakfast foods at irregular hours, Fast Food restaurants were given an opportunity that they were uniquely positioned to capitalize on.

To find out more about how breakfast trends continue to change and how this could help your business, contact donovan connective marketing at: 717.560.1333 or

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