28th November 2008

Sales of breakfasts up as consumers opt for food on the go

Fast food outlets are serving 10 per cent more breakfasts now than they were five years ago, indicating that while people are taking on board the health message that it’s important to eat something in the morning, they are opting to do so on the move.

Last year fast food outlets sold a massive 115 million breakfasts*, compared with 105 million in 2002, according to figures from market analyst Horizons. Sales of breakfasts through restaurants, however, have remained static at 65 million a year.

“Retail sales of breakfast cereals are also on the up, so it’s not that fewer people are eating breakfast at home but rather that more people are buying coffee and perhaps a pastry to eat on the go or at their desks,” says Horizons’ managing director Peter Backman.

“Competition between operators for breakfast spend is also increasing. Worldwide, breakfast sales account for a large percentage of McDonald’s turnover, with other chains, particularly the coffee operators, giving the fast food giant a run for their money with their own breakfast offering.

“Well-known UK foodservice operators, including Café Rouge and Wetherspoons, are also beginning to exploit the opportunity breakfast sales offer. As the economic climate gets tougher we are likely to see more chains follow their lead, particularly if they have strong high street locations with a good footfall.”

* Breakfast is defined as a sale of more than two items, one of them wrapped, between the hours of 6 and 10 a.m.