With our changing lifestyles, people no longer feel they have time to breakfast at home and are choosing either to eat out or ‘grab and go’ on their way to work. A recent survey revealed that Brits are spending £76million every day on eating breakfast out of home and that half of UK consumers eat breakfast out of home at least twice a month. Both these figures are expected to rise considerably in the coming years, making breakfast a meal occasion that should not be ignored by operators
“An incredible 75% of people will order a cooked breakfast when kick-starting their day out-of-home, with 70% most likely to order a ‘Full English’ followed by scrambled eggs on toast,” says Mohammed Essa, General Manager UK & Ireland, Aviko. “For operators planning their breakfast menu, the top three items consumers want are sausages and bacon (52%), followed by eggs (23%) and hash browns (18%).”
With his finger firmly on the breakfast pulse, Mohammed has the following advice for a successful breakfast offer:
In the current market there is a huge demand for innovation. Introducing variety to breakfast menus with a unique twist on traditional favourites is key to attracting new customers and keeping existing customers coming back for more.
Pick ‘n’ mix
Offering ‘Pick ‘n’ Mix’ breakfast options gives customers the freedom to choose their favourite items. It’s a great way to create custom-made dishes for a fixed price and tap into the growing appetite for interactive, build-your-own meals.
Giving customers the opportunity to ‘trade up’ their breakfast can lead to increased profits for operators. Hash browns for example are not only an essential menu item – 68% of people think a great British breakfast should include them – but also present a huge profit opportunity with 80% of people expecting to pay 50p more if their breakfast is served with one*. They are also easy to ‘up-sell’ as part of an add-on to bacon or sausage baps – doing the latter could increase the revenue per ticket by as much as 30%.
Appeal to their senses
It’s a well known fact that people eat with their eyes so it’s worth taking extra care when presenting breakfast dishes – chunky chopping boards, small skillets and mini frying baskets are all eye-catching ways to present food. Displaying point-of-sale materials will also draw attention to what’s on offer and encourage diners to order your signature dish.
Offering a free hot drink or fruit juice with a breakfast meal creates added value for the customer at very little cost to the operator. This sense of goodwill could be increased with the introduction of loyalty cards – offering a free breakfast item when a customer reaches their fifth meal order, for example, will encourage repeat business.
Breakfast Week 2016
AHDB Cereals & Oilseeds is calling on the food industry to join ‘Mission Breakfast’ for Breakfast Week 2016. Now in its 17th year, Breakfast Week aims to raise awareness of the importance of eating breakfast.
“Breakfast accounts for an 18% share of the out-of-home meal occasion, so this week-long celebration is a great way to inspire the nation to celebrate breakfast by showcasing the wide variety of foods on offer,” says Karen Levy, AHDB Campaign Manager.
To find out more about Breakfast Week, including how to get involved, recipe ideas and free POS material, visit www.shakeupyourwakeup.com
Premier Inn revamps breakfast offering
Following its own research into people’s changing breakfast requirements, Premier Inn has just launched a new breakfast menu selection to widen the brand’s appeal to its growing customer base.
In addition to the existing 21-strong range, the new menu introduces 16 new breakfast products ranging from fruity smoothies to Greek-style yoghurt, American-style buttermilk pancakes, bubble & squeak and black pudding.
Russell Braterman, Brand Marketing Director at Premier Inn, said: “Breakfast is the most important meal of the day. By focusing on what our customers are telling us and revamping our menu to include many of these suggestions, we’re now able to offer even better choice with plenty of options to suit all tastes.”
Helen Applewhite, Marketing Manager at Lincat, advises on which pieces of kit will facilitate your breakfast offer.
Cooked breakfasts are as popular as ever. Today’s advanced combi steamers are ideal for preparing a perfectly cooked English breakfast. Suitable for roasting, baking, poaching, grilling or pan frying, combis can produce bacon, sausage, tomatoes, mushrooms, eggs and toast, all at the same time, in an average of just 6 minutes.
A combi is also an ideal choice for traditional baked goods, as it is perfect for fresh baking and proving.
Speed of service for your grab-and-go customers is key. Food that is already prepared, such as a bacon roll or a warm pain au chocolat, can be displayed in a heated display unit.
In addition, a refrigerated display unit is ideal for chilled items such as yoghurt, a selection of juices and fresh fruit salads.
If you are serious about your breakfast offer, you need to invest in a decent toaster that can also handle other items such as crumpets, muffins, burger buns, teacakes, and bagels.
Bakery for breakfast
“Breakfast provides caterers with increasingly important opportunities for business as more consumers look for new, different and exciting products to capture their attention,” comments Jacqui Passmore, Marketing Manager UK and Ireland for Dawn Foods, whose frozen products include a convenient Scoop & Bake range and ready-to-serve muffins in a variety of flavours including the bang on trend Salted Caramel option. “To maximise on this, it is essential for caterers to get their product offerings right and include sweet bakery lines on their menu.”
Samantha Winsor, Marketing Executive, Lantmännen Unibake UK agrees: “Mintel research shows that more than a quarter (26%) of breakfast eaters like to consume different food items for breakfast from one day to the next. Moreover, the same research reveals that 50% of consumers eat baked goods at least once a week. These trends present an opportunity for operators to boost their breakfast sales by ensuring bakery is a key part of their menu.”
Food and drink pairings
“The Viennoiserie (croissants) category is currently seeing growth, with a value increase of 4.32% and unit sales up by 4.69% year on year,” says Samantha, who recommends the following tasty pairings:
- Croissants are a classic partner for hot drinks. Try pairing an All-Butter Croissant with a flat white. In Europe it is often considered even better dipping the flaky pastry in to the hot drink.
- Almond flavours pair well with sweeter notes. Add a shot of caramel syrup to a cappuccino and serve with an Almond Croissant.
- A simple yet delicious duo is a Pain Chocolat with a latte – Britain’s favourite coffee beverage.
- Cinnamon Swirls are complemented by the spice of a chai latte.
- A Maple Pecan Plait proves popular with an Americano or black coffee. A stronger coffee is complemented by the sweetness of the maple and the nutty pecan flavour.
Keith Fisher, AHDB butchery development manager, advises: “There are many innovative, quality breakfast pork products aimed specifically at the morning occasion. For example, in our recent competition to find Britain’s Best Bangers (as part of British Sausage Week 2015), foodservice award winners included varieties such as ‘Handmade Thin Breakfast Sausage’ and ‘Pepper Pinch Pork Breakfast Sausage’.
“Often lightly seasoned so as not to dominate the plate, and thinner to allow for quicker cooking times, these quality breakfast sausages can be used in a traditional fully cooked platter as well as premium sandwich options, baked tortillas, omelettes and savoury filled pancakes and croissants.”
For more information and recipe inspiration, visit www.lovepork.co.uk
The Brits love their chocolate and it is never too early in the day to offer your customers a spot of indulgence. As a brand, Nutella is particularly popular* and can be offered as a spread for toast or croissants, to stir into a bowl of hot porridge or as integral part of an American pancake stack (pictured)
* Research indicates that 73% of 26-35 year olds expect to see Nutella on menus and, most significantly, 81% will actually pay more for it.
“Although it’s been reported that black tea sales have declined, the market is still incredibly buoyant and black tea still dominates the British tea market,” comments Paul Hodgson, Ringtons Beverages. “At breakfast most people will still opt for a traditional English Breakfast blend to start the day. There is some inclination towards herbal and fruit infusions, which is in-line with the wider tea market trends, but we’d still say most caterers will offer English Breakfast as standard and have other hot beverages on ‘stand-by’ as alternative options.”
Natalie Cross, Out of Home Manager at Taylors of Harrogate – whose products include Yorkshire Tea – agrees that traditional black tea is a foregone conclusion on a breakfast menu, but advises that people’s changing tastes and habits should also be reflected in an establishment’s hot drinks offer.
“Those in the hospitality industry wanting to differentiate themselves may want to consider including not only a green tea option, but also a fruit and herbal offering on their breakfast menus,” advises Natalie. “Consumers are changing their drinking habits and adding different teas to their teadrinking repertoire, this is particularly true of the more health-conscious consumers.”
Taylors of Harrogate has developed a Tea Guide that includes enhanced product information and food matching tips. For more information, visit www.taylorsoutofhome.co.uk
“Breakfast is big right now and secondary sales from breakfast offers is on the rise – 45% of consumers always order coffee with their breakfast when they eat out,” observes Phil Smith, head of category and insight, UCC Coffee UK & Ireland.
“Moreover, our research shows that consumers are demanding quality whenever they eat out and that this could be the difference between a satisfactory experience and surpassing expectations. With this in mind, operators really need to concentrate on doing the basics well to deliver a coffee experience that consumers will not only remember and be able to rely on every time they visit, but also keep them coming back for more.
“Our research also shows that, while less than 50% expect to get a great cup of coffee when they eat out, 77% say a good coffee makes the difference between a mediocre and an exceptional dining experience.”