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Your Breakfast Menu How the hospitality and catering industry is having to react to the changing way Britons are starting their day in order to capture a share of a market with exciting revenue potential Why have breakfast habits changed in the UK? Who are your customers and what do they want? What are the current breakfast trends? It’s often referred to as the most important meal of the day, yet research has found that as many as four in ten Britons skip breakfast at least once per week. But why? The good news for the catering industry is that in UK consumers still seek breakfast outside of the home and it has been identified as a growth market There has been a 15% rise in the amount of people working more than 48 hours per week in the last decade. Breakfast is often one of the things sacrificed when time is scarce and people are in a morning rush £7.3 billion £78 million is how much UK consumers spent on breakfast away from home in 2017 Packaged breakfast cereals had a massive decrease in sales during 2016 to reflect changes in what breakfast now constitutes Cereal companies are responding by devising portable products such as breakfast drinks to service a rise in popularity of the ‘grab and go’ market Cooked breakfasts remain popular, with 67% of people saying it is important for a restaurant or pub to have a hot food option available at breakfast in a recent consumer survey. Porridge, muesli and bread have also remained a staple. Almost 75% of those asked confirmed they started the day with one of these options in a survey compiled by market researchers Toluna in 2016 Sales of eggs were up a respectable 18% in 2016 as Britons turned to protein as their breakfast nutrient of choice. Poached or scrambled eggs often accompanied by salmon or avocado are fast-replacing the tradition of fried eggs at the breakfast table Meal deals have proved a successful strategy when looking to earn a share of the market. High street retailer Greggs attributed a 3.6% rise in like-for-like sales over the first few months of 2017 in large part to the success of a £2 breakfast deal The time breakfast is consumed will ultimately effect consumption choices Global flavours have started to emerge to cater for the ever- diversifying UK consumer palate. It is now common to find international dishes such as breakfast burritos, huevos ranchos (Mexican eggs) and congee (Chinese porridge) on menus alongside more recognised UK classics With 2.3 billion cups per year purchased at an estimated 23,000 outlets, it is clear that good coffee is an essential part of attracting breakfast trade. The upselling opportunities are endless with everything from healthy options to muffins and cakes ideal as a coffee accompaniment Toast remains one of the most popular breakfast choices. The use of artisan breads such as sourdough and multi- grain have arrived to create a point of difference and to offer a healthy option The addition of snacking fruit and nuts is amongst one of the most recent UK breakfast trends with a 21.5% increase in consumption. Porridge cafes are also popping up across the UK to target the healthy- eating ‘grab and go’ market. Demand is also increasing for dairy-free, vegan and gluten-free breakfast products What are your busiest times during morning service? Dishes such as toast and cereal/porridge/muesli dominate the period up to 9am, but consumers are more likely to choose cooked options from 9am onwards 12 UK population eating breakfast (2016) 6am 7am 8am 9am 10am 11am 12pm 10 8 6 4 2 0 What are office workers looking for? • Speciality coffee? • Healthy options? • Experimental/international flavours? • High-end breakfast trends? • Grab and go/takeaway breakfast pots? A good way to determine your breakfast offering is to simply stand outside your business in the morning and see who walks past What are construction and manual workers looking for? Fuller and heartier options? Cooked breakfast? Hot rolls and sandwiches? What are students and school run mums and dads looking for? Quick fix to fit in with busy lifestyles? Toast, preserves, pastries? Do they eat breakfast as a social group? Focus on value and meal deal offerings? Should you do things differently at weekends? What can you do to get people eating your breakfast offering? Why a focus on hot options and indulgence are a must: The increase in number of UK weekend breakfast consumers in 2015 compared to 2008 Weekend peak breakfast time is between 9-11am leading to an increased consumption of hot and cooked options of UK adults surveyed in 2015 said that they go out for breakfast at the weekend as an indulgent treat 20% 47% increase in weekend breakfast sales revenue in 2015 across London. The capital remains the leading UK centre for hungry weekend breakfasters Harness the power of social media Breakfast has been hashtagged on Instagram over 50 million times Peak the interest of phone-browsing commuters by promoting your dishes, deals and offerings Breakfast presents opportunities to boost revenue as long as you know who your customers are and how they behave Understanding what your customers want and when they want it are the keys to your success Think about current trends. Would any of them work as part of your offering? 53% 16% of UK adults agree that going out for breakfast is better value than going out for dinner – making it more affordable to treat family and friends at weekends and on special occasions Use menu boards and blackboards to promote the benefits of eating breakfast Research has shown that people who consume breakfast are: • At a significantly reduced risk of heart attack and stroke • Perform better and are more alert throughout the day • Are less likely to be overweight Brought to you from the team at www.nisbets.co.uk Breakfast infographic sources: http://www.ukcoffeeleadersummit.com/yet-growth-uk-coffee-shop-market-coffee-shops-become-new-local/ https://www.thecaterer.com/articles/368106/the-rise-of-the-grab-and-go-market https://www.thecaterer.com/articles/367851/catering-for-early-birds-top-breakfast-trends http://www.telegraph.co.uk/news/2016/12/28/death-breakfast-cereal-figures-reveal-us-eating-snacks-coffee/ http://www.independent.co.uk/life-style/national-breakfast-week-this-is-the-best-time-to-eat-breakfast-what-when-a6834991.html https://www.thecaterer.com/articles/367851/catering-for-early-birds-top-breakfast-trends https://cereals.ahdb.org.uk/press/2016/january/14/cereals-and-bread-still-breakfast-mainstays.aspx http://www.telegraph.co.uk/news/2017/10/02/skipping-breakfast-could-increase-risk-heart-attacks-study-finds/ https://www.thecaterer.com/articles/367851/catering-for-early-birds-top-breakfast-trends http://docplayer.net/36409851-Beyond-breakfast-working-with-trends-to-maximise-productivity-a-eurest-white-paper-april-2016.html http://www.bbc.co.uk/news/business-37496722 http://www.beaconpurchasing.co.uk/news-events/article/2017/05/02/breakfast-spending-cuts-due-to-inflation https://yougov.co.uk/news/2013/07/23/breakfast-habits-weekdays-vs-weekend/ https://trajectorypartnership.com/wp-content/uploads/2016/11/The-Deregulation-of-Life-FINAL-1.pdf https://www.npdgroup.co.uk/wps/portal/npd/uk/news/press-releases/competition-for-lunch-is-hotter-than-ever/ Lamb Weston: The future of breakfast insight report 2017
