Breakfast: It’s Not Just For Breakfast Anymore

Nevin Barich

Nevin Barich

March 28, 2021

More Americans are eating breakfast for dinner, and that means it’s the perfect time for foodservice operators to enhance their breakfast offerings.

That’s the findings, at least, from a recent nationwide survey conducted by The Harris Poll and General Mills Foodservice, which found that 24% of Americans report eating more breakfast foods during the pandemic, while 79% have eaten breakfast foods outside of the traditional daypart in the past year. Breakfast foods for dinner is most popular with consumers, at 59%, followed by lunch (49%), as a snack (39%) and for dessert (20%).

Reasons for this change in Americans’ eating habits include having more freedom in what and when they eat (52%), craving their favorite breakfast foods (37%) and wanting to eat something that brings them joy (33%).

“Consumers’ love of breakfast is strong, giving chefs and foodservice operations the chance to reimagine breakfast,” said Mark Harmon, who analyzes consumer insights for General Mills Foodservice.

The company offered several tips for foodservice operations to appeal to these changing eating habits, while at the same time showcasing breakfast as a profit driver throughout the day.

Suggestions include:

---Serve breakfast all-day with a special menu of morning favorites or a signature breakfast item of the day.

---Offer menu items with a breakfast flair (a grilled cheese doughnut), or give traditional breakfast foods a new twist (biscuit avocado toast, cinnamon roll waffles). More than half (66%) of consumers said they love creative twists on breakfast menu items, according to the survey.

---Introduce a menu of dessert items, or “bresserts,” made from familiar breakfast items (cinnamon roll cobbler, strawberry scone shortcake, ice cream waffle sandwiches, birthday cake pancakes).

---Offer “take and bake” options for breakfast foods (tray of cinnamon rolls or muffins, a breakfast casserole to-go).

---Bundle breakfast foods together for a family brunch meal kit (biscuits and gravy, pancakes with sausage or bacon and fresh fruit, breakfast sandwiches with yogurt parfaits).

Nevin Barich is the Consumer Products Analyst for Industry Intelligence, which can help YOU better address your own industry challenges. To arm yourself with the latest market intelligence, contact Ask us about our interactive intelligence map and search bot on Microsoft Teams.

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