It’s an old saying that breakfast is the most important meal of the day, and I for one, definitely agree. At the very least, it’s the most delicious meal of the day in my opinion! With dishes like eggs benny, waffles, or a traditional bacon and eggs plate, breakfast always hits the spot- whether it’s brunch on a Sunday morning, or a late night meal after a long day. As a consumer, I’m not alone in my love for breakfast. In fact, according to a Technomics survey presented by Egg Farmers of Ontario, one third of breakfast consumers will visit a restaurant more often if breakfast is served at lunch or dinner. So while restaurants may be serving up the bacon in the mornings, they could be bringing home a lot more if they opted for an all-day breakfast menu option.
While previously, breakfast was a defined meal between that 7:00 a.m. – 11:00 a.m. time slot, with busier lifestyles and unpredictable work schedules, the breakfast lines have blurred (1). More and more consumers are seeking out breakfast at all hours of the day.
Case in point: when McDonald’s made their all-day breakfast available, they saw sales at existing U.S. McDonald’s restaurants rise 1.7% in the first three months of 2017. Being able to order an Egg McMuffin throughout the day helped McDonald’s same-restaurant sales rise 4% globally over the first quarter of 2017 (2).
In July 2018, Tim Hortons announced that it would start rolling out all-day breakfast in Canada. In an interview with The Canadian Press, Tim Hortons president Alex Macedo stated, “The demand is loud and clear. Any time we bring up the idea of breakfast at any time, the response is very favourable and very strong” (3). Tim Hortons was jumping on the bandwagon on a growing trend, proven by research by NPD Group and Nielson, “calling it the fastest-growing part of the day for restaurants since 2012” (3).
Sales are coming sunny side up for foodservice businesses that offer an all-day breakfast option; it’s clear that all-day breakfast is an opportunity for food and beverage providers to increase sales.
However, just deciding to offer an all-day breakfast, isn’t enough. In fact, when it comes to what’s on the menu- consumers needs are still being unmet. According to that same Technomics survey, consumers are demanding more egg options for breakfast.
Nancy Hewitt of Egg Farmers of Ontario spoke to why eggs are hitting the mark with so many consumers, “Being a versatile, low cost, local, and accessible ingredient, eggs meet operator needs but they also meet the needs of today’s consumer. It’s a high-value product that satisfies your hunger and adds to protein-rich, healthy meals. Time-starved customers want something that makes sense for busy lifestyles, but don’t compromise on taste or health benefits.”
According to the Egg Farmers of Ontario Technomics survey, egg dishes that customers are hungry for include: omelettes, eggs benedict, egg sandwiches, and poached eggs. These classic dishes can be levelled up by the addition of seasonal, local ingredients, or by adding on more decadent components. Restaurants may also wish to take on more trendy twists to a classic egg dish.These differentiating spins on breakfast meals will help your foodservice operation set itself apart from the competition, driving foot traffic to maximize profits.
For instance, add a side of fresh, roasted, Canadian-grown asparagus to eggs benedict. Add smoked salmon to an egg sandwich, or try the Middle Eastern dish of Shakshuka or do sharable Mexican Huevos Rancheros served in a cast iron skillet. In addition to eggs, consumers are famished for indulgent breakfast dishes like pancakes, waffles, and crepes. These plates can be done as sweet or savoury.
Egg-cellent all-day breakfast choices will help your restaurant business capitalize on these unmet consumer desires. Don’t sleep on the opportunity to serve up breakfast throughout the day to sales and foot traffic; it’s time to wake up and smell the bacon- and serve it too!