Let's Do Breakfast

Take a closer look at your customers and wake up to the profit opportunity.

 Why aren't consumers eating breakfast out of home?

Because menus aren't giving them what they're looking for

Because it isn't easy for them to see what is on offer and the choices available

Because they're not being enticed through the door with ‘special offers' or promotions that make individual menus stand out from the competition.

Once you understand your customers demands, putting breakfast on your menu can be a satisfying start to the day for both your customers and your profit margin.

We have uncovered four very different groups wanting to eat breakfast out of home.  By helping you understand these types and their specific tastes, we can help you create more appealing breakfast menus and in turn increase your profits.

Did you know?  The favourite choice of consumers eating breakfast out of home continues to be the cooked breakfast (56%)*.

This consumer needs a substantial breakfast that will ‘keep them going' until they're able to stop for their next break.  Constantly on the go, they eat because they're hungry and have to satisfy this need as conveniently as they can.

Food is fuel for this consumer and breakfast is part of their daily routine.  They want something satisfying, but the breakfast must show clear value-for-money each time.

There are an increasing number of consumers opting for this breakfast option both during the week and at the weekend, so give them what they want and ‘kick start' their morning.

* Mintel Breakfast Report 2007

Did you know?  If you grill lean bacon, poach the eggs and include baked beans, grilled tomatoes and mushrooms cooked without fat, and serve it all up with thick crusty bread, you'll have yourself a delicious cooked breakfast that is also healthy and balanced*.

Healthy eating doesn't have to mean bland cereals and breakfast without flavor!  This consumer is searching for a satisfying yet guilt-free breakfast.

There are a host of great options you could try to tempt these consumers through your door.  Why not offer a selection of fruit and nuts for consumers to add to their cereals?  Offer bagels with a choice of healthy fillings or spreads?

Try the ‘grill-up' rather than the ‘fry-up' and state the breakfast is grilled and not fried and that it is available with their choice of eggs or toast.

* Food Standards Agency, Eat Well Be Well, Food Myths Debunked

Did you know?  In the hotel sector breakfast is often the last thing customers experience of the establishment, and it doesn't matter if guests have a great night's sleep the night before, if the breakfast isn't up to scratch that's what they remember when they leave*.

This consumer wants an indulgent treat and is looking for that ‘perfect' breakfast experience.  They want to be offered choice and luxury, and are willing to pay a premium price for it.

This consumer will be influenced by words such as; locally sourced, free-range, seasonal fruits and organic, together with details of how dishes are cooked such as slow roasted, homemade.  Follow the trend and offer more premium, indulgent options where you can really see your profits soar.

This consumer wants to be treated to the overall experience.  It's not only the breakfast menu that is key, but the service you offer too.

* http://www.caterersearch.com/, 2 May 2007

Did you know?  Nearly 50% of people skip breakfast simply because they are too busy*.

We all now live in an age of being on the go, whether during working hours or social time.

Workers are putting in longer hours in the workplace and there is always something more important that needs to be done.  This group either doesn't or can't make time to have breakfast, and have been described as eating ‘deskfast'.

Target this group with a complete Grab ‘n' Go menu option that can be taken away and eaten at their desks.  Anything from a healthy Grab ‘n' Go bag to a breakfast burrito will satisfy this consumer - as long as it can be taken away and eaten on the way to work or when they arrive at their desk.

To find out the right breakfast solution for you and great recipe ideas register at My Heinzsight today.

* Caterer & Hotelkeeper, 10 January 2008