Increasingly the breakfast occasion is moving away from being the first meal of the day consumed at home to one being eaten out of home, either as a graband-go opportunity for time-poor consumers or even as a more relaxed sit-down affair with friends and colleagues. Whichever way you look at it, breakfast OOH is a huge opportunity for operators. £76m is spent daily on breakfast OOH in the UK.
“Breakfast is still considered the most important meal of the day by many, but the ways in which we consume the first meal we eat after sleeping has changed,” says Jon Turonnet, Foodservice Sales Manager, Brioche Pasquier.
“With consumers being increasingly time poor, they are more likely to want to enjoy breakfast either in the workplace or after they have taken their children to school, been to the gym, commuted to work, walked the dog, had a meeting – or whatever else their busy morning schedule demands.
“This means that breakfast has stretched to cover the whole early morning period and can be taken any time between 6am and 11.30am, after which it probably becomes lunch.”
Breakfast on the go
“Convenience is one of the prime market drivers, particularly for young people,” continues Turonnet. “Data suggests that nearly half of those who skip breakfast at home are aged between 16 and 34, and over one third of Brits who eat breakfast out fall into this group. This is the millennial generation – students and young workers who are looking for easy, convenient breakfast options out of home.
“It therefore makes sense for outlets to offer breakfast options that can be picked up and enjoyed on the move with a takeaway tea or coffee alongside the more substantial breakfast fare that involves a sit-down order.
“For an easy and convenient breakfast on-the-go meal deal, a basket of our individually wrapped Pains au Chocolat can be placed on a counter close to the coffee station, ready to be picked up with the hot drink.”
Rising to the occasion
Danielle Meehan, Foodservice NPD Manager, Kara, agrees that grab-and-go items are crucial on a breakfast menu: “Recent data from Kara has found that interest in bakery foods for breakfast has grown over the past year as consumers are constantly seeking speedy solutions for the first meal of the day.
“Within the savoury market, it’s toasted muffins and breakfast sandwiches that are dominating the market with both products having an increased market share over the past year – toasted muffins have increased by 14% and sandwiches by 15%.
“Another standout trend to emerge and develop over the past couple of years has been the need for healthier variations of favourite foods that allow consumers to feel as though they are still treating themselves, but are benefiting from added healthy and nutritional benefits.”
Fry-ups remain popular
“Cooked breakfasts remain hugely popular with 75% of people kick-starting their day out-of-home with a fry-up,” maintains Mohammed Essa, Commercial Director, Aviko UK & Ireland. “With 70% most likely to order a ‘Full English’, it is an essential must-have on menus.
“For caterers planning their breakfast menu, our research has found the top three items consumers want in a cooked breakfast are sausages and bacon (52%), followed by eggs (23%) and hash browns (18%).”
To help caterers with cooked-breakfast menus – including items that tick the vegan, vegetarian and gluten-free boxes, for example – Aviko has created a Chef Hacks series of videos that can be viewed here.
“For consumers who are looking to make a shift towards a plant-based diet, breakfast is often their starting point,” says Vicky Bhattu, Marketing Director, Alpro UK & Ireland. “To profit from this trend, update your menu with items such as:
- Overnight oats using Alpro Coconut Original
- Porridge using Alpro Almond Unsweetened Original
- Homemade smoothies using Alpro Soya Original.”
For further information and recipes for Alpro’s plant-based breakfast items, click here.
Breakfast by numbers
Breakfast by numbers data courtesy of Beyond Breakfast & Brunch – a report published in 2018 by Délifrance, creator of bakery solutions for over 30 years.
Socialising at breakfast
A recent report issued by Travelodge – the budget hotel chain that serves over 3 million breakfasts each year – reveals a sharp increase in breakfasts being consumed out of home, particularly as a social occasion for either work or pleasure.
“Breakfast socialising is evolving across the UK, as more Britons are meeting for work or pleasure over their first meal of the day than ever before,” says Shakila Ahmed, a Travelodge spokesperson.
Data in the Travelodge report include:
- 65% of adults say that socialising over breakfast suits their modern lifestyle as it is more affordable than dining out for lunch or dinner
- 56% of Britons say that meeting up for breakfast is time effective as it takes does not take too long and is easy to manage in a busy schedule
- 67% of workers report that meeting over the first meal of the day is more productive and cost effective than boozy lunches and dinner
- 51% of Britons enjoy tucking into a full English breakfast
- 34% of Britons like an egg-based breakfast, whether fried, poached, scrambled or boiled.
It would be foolhardy to tar all OOH breakfast eaters with the same brush. Yes the trend is towards more healthy options, but there still are those who are looking to indulge.
“Research shows that 35% of adults would eat desserts as a mid-morning snack at least once a week, meaning the trend towards consuming sweeter options for breakfast is continuing to grow,” observes Anna Sentance, Gourmet Marketing Manager, Callebaut UK and Ireland. “With groups of friends and families often dining together, caterers should consider adding an array of breakfast sharing platters to their menu. Our Saints & Sinners Breakfast Platter is the perfect option for groups of people and can be served in less than seven minutes.”
“Classics such as an English breakfast will always have their place, but we’re also seeing American-inspired dishes such as pancakes and waffles become core dishes on menus,” says Zareen Deboo, Foodservice Channel Operations Manager, Ferrero UK & Ireland.
“A versatile addition to any breakfast and brunch offering, Nutella can be teamed with nearly 60% of breakfast options to provide a tasty twist on dishes such as toast, bagels, pastries, porridge and American pancakes.”
Click here for some tasty breakfast recipes that include Nutella.