It’s long been said that breakfast is the most important meal of the day, and it turns out this adage couldn’t be more right. New research has suggested that people who skip breakfast are nearly 5% more likely to overeat at lunch, and the foods they choose are more likely to be unhealthy. It won’t be long until health-conscious consumers take these findings to heart, and we begin to see new breakfasting habits emerge. Of course, no trend evolves in a vacuum. There are other consumer habits, in addition to a renewed propensity for healthier eating, that are also affecting what people buy and eat for breakfast. Consumers are busier than ever, and an increasing number of Americans are opting to skip out on full meals altogether and snackify their days, eating smaller, snack-sized meals more frequently throughout the day. Combined, these trends are poised to dominate the breakfast food category. Brands have an opportunity to expand their reach by offering healthy, grab-and-go options to please Americans’ palates and fit their busy schedules. Grab and Go from Home Of all meals, breakfast is the one most likely to be prepared at home —even if that preparation is minimal. Only about 15% of consumers eat during their car or train commute and 10% eat at their desks at work. And, even when time is tight, 68% of consumers who eat on the go choose to grab something from home. But, the options ready to grab on the way out the door are not always the best. A piece of fruit is fast, but likely to leave a person hungry long before lunch. A sandwich is more filling, but also time-consuming when someone has only a few seconds to spare in the kitchen. The trend toward snackification makes ready-to-go breakfast kits and other easy options more appealing. Capitalize on the trend by creating grab-and-go boxes that let consumers build and customize their own breakfast sandwiches or bowls. Speed and Convenience While breakfasts out are not a common choice on weekdays, they are an area that is growing. Restaurants saw breakfast/morning meal visits grow by 5% between June 2014 and June 2015. Breakfast sandwich sales increased by 3.6 million servings. This makes sense, as a breakfast sandwich is one of the quickest ways for people to get a meal in a format that is easy to eat on the go. McDonald's is looking to cash in on the trend by offering a selection of their breakfast sandwiches all day long. While the company has not released specific figures, a recent letter to franchisees hailed the measure as a success . Experts predict that the move could increase same store sales by 1 percent in the final quarter of the year and that all-day breakfast will have a 1.5 percent impact. With traffic and early start times hanging overhead, many people don't even want to spend the time it takes to have a breakfast sandwich prepared, so some quick-serve restaurants have begun creating grab-and-go boxes that can be picked up quickly and easily. Customers are in and back out, on to the rest of their day, with virtually no wait time at all. These boxed meals have great advantages for restaurants, as well. Because they are prepared in advance, they can ease pressure during the business's heaviest rush times. The ideal box ingredients are ones that hold well and that can be considered an indulgence by the consumer. Think artisan breads, high quality meats, cheese, and greens. Food industry trends change over time. Snackification, a move away from cooking meals at home and changing nutritional concerns will all govern the choices that consumers make. Keep up with these trends by offering your customers the easy, grab-and-go options that they want.
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People still wanted to order their morning meals from their favorite eateries, but they couldn’t dine in, so operators revamped the way they serve breakfast. Even after stay-at-home orders began to lift, operators continued to capitalize on the demand for off-premise breakfast, saying the trend will continue.
Among the most popular items items were oatmeal, which saw an increase of 1, 768% in orders, iced caramel coffee (1, 660% increase), cinnamon rolls (1, 400% increase), iced French vanilla coffee (1, 028% increase), strawberry banana smoothies (822% increase), biscuits with gravy (818% increase), and blueberry muffins (779% increase).
Before the pandemic, the only takeout orders at Phoenix-based Matt’s Big Breakfast came from people calling the full-service restaurant. “Previously takeout was only 5% of our business, ” said owner Matt Pool. “It quickly became the main focus.”
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Three of the five locations stayed open during the pandemic. The chain’s Phoenix Sky Harbor International Airport location reopened in July, and a location in an office complex remained temporarily closed as of August. The three open locations adapted quickly to an off-premise model.
The team set up online ordering, partnered with third-party delivery companies, and even managed to order large amounts of to-go packaging before vendors sold out.
“Once California shut down, Arizona followed a day or two later, ” Pool said. “I saw the writing on the wall. I ordered a ton of stuff before it really hit.”
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The strategy worked, and orders came in. The team soon found out which breakfast foods travel well, and which foods customers were craving after being home for a few weeks.
Orders ranged from single items, such as the regular customer who ordered an omelet 43 times over the course of three months, to large orders, such as the Family Brunch, which consists of scrambled cage-free eggs with provolone cheese, applewood smoked ham, local organic baby spinach, griddlecakes with sweet cream butter and real Vermont maple syrup, homefries, and pepper bacon. There is a five-egg version and a 10-egg version of the Family Brunch, both served hot and ready to eat.
When it became clear that takeout and delivery would become the survival strategy for the early weeks of the crisis, Pool called a Zoom meeting and implored staff members to treat each takeout order as carefully and accurately as they had treated dine-in orders.
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Goldilox Bagels in Medford, Mass. shut down for 10 days at the start of the pandemic, then reopened with pre-paid, pre-ordered takeout only. Beginning every Monday at noon, customers can order online for Friday, Saturday, or Sunday pickup.
Ed Thill, who owns Goldilox Bagels with his wife Lindsey Gaudet, said people order everything from six bagels to three dozen bagels plus several pints of cream cheese. “You can order a whole weekend spread for your family, ” he said.
Before the pandemic, Goldilox Bagels used to get about 300 transactions per day on Saturdays and Sundays. Many of the orders were from students at nearby Tufts University, who stopped in for a bagel or a sandwich.
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Now the eatery gets 150 to 170 much larger transactions each day, typically a dozen or dozen and a half bagels, plus one or two 8-ounce tubs of cream cheese. Holidays and special events get larger orders.
“There was an uptick on Memorial Day, ” Thill said. “People were shelling out more for lox, which is an expensive product, and chocolate chip cookies for their kids.”
Now that Tufts is reopening, as are surrounding businesses, Goldilox Bagels is taking some same-day orders, and some walk-up orders for sandwiches and other items. The eatery, which launched in 2019, paused its dine-in service.
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“We’re not having anybody in the shop right now, ” Thill said. “If someone wants to walk up and order, we have an order pad, we put it in the system, and the kitchen will make the order.”
For noncommercial foodservice, grab-and-go was gaining popularity among busy consumers, and the pandemic made portable foods more attractive than ever. At Virginia Tech, Dining Services expanded its Grab & Gobble program last year to accommodate the growing number of students who wanted the prepackaged meals. (The “gobble” part of the name is a reference to the school’s HokieBird mascot.)
Among the most popular items are blinis or mini pancakes with fresh strawberries and Nutella. “Students love them because they’re portable and snackable, ” said Ben Marks, associate director of dining services at Virginia Tech. For people looking for plant-based foods, the chia seed pudding with almond milk and fruit is a big hit.
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To keep the menu current, every
