2. Report Outline Introduction…………………………………………………………………………………..... 4
Slide
Introduction…………………………………………………………………………………
Methodology………...……………………………………………………………………….... 5
Industry Overview.………………………………………………………………………….... 6
Menu Insights……………………………………………………………………………...….. 8
Consumer Insights……..………………………………………………………
Outlook: Trends to Watch
Glossary of Foodservice Terminology ……………………………………… 103
Consumer Demographics …………………………...………………………………

3. Executive Summary & Methodology

4. Introduction
The breakfast category has been a hotbed of activity over the past few years as restaurants, retailers and manufacturers capitalise on opportunities in this underserved daypart. Even in the U.S., major players including Subway, Burger King and Wendy’s are still rolling out new breakfast menus and battling it out to establish themselves in the market. The data collected for this study suggests that the potential for growth may be even greater in the U.K. Consumers in the U.K. place a greater importance on eating breakfast than consumers in the U.S. and are much less likely to skip breakfast than American consumers. However, U.K. consumers currently purchase breakfast away from home much less often; no chain has established itself yet as the leader in the daypart and full-service chains, which account for a large share of the U.S. breakfast market, are just beginning to offer breakfast.
To assist foodservice executives in better understanding consumer preferences, needstates and attitudes associated with breakfast, as well as monitoring the daypart as a whole, Technomic has developed the U.K. Breakfast Consumer Trend Report. The Menu Insights section utilises Technomic’s exclusive online trend-tracking resource, MenuMonitor, to provide an in-depth look at how leading chain operators are menuing breakfast. The Consumer Insights section examines breakfast preferences, attitudes and purchasing behaviour based on survey results from 1,000 consumers. Additionally, menu and consumer data from Technomic’s 2009 U.S. Breakfast Consumer Trend Report is discussed throughout the report; these country comparisons provide even deeper insight into the topic.

5. Methodology
The following methodology was employed for the production of this report:
Integration of leading restaurant industry data: Each year Technomic publishes a listing of the Top U.K. restaurant chains, including sales, unit and growth data. The “Industry Overview” of this report summarises Technomic’s 2010 Leading 100 U.K. Chain Restaurant Report, providing overall sales and unit data for these leading chains. The summary details industry leaders and growth drivers, as well as segments that have experienced sales or unit declines from the previous year. This overall industry snapshot can help the reader put into perspective the data and conclusions in the U.K. Breakfast Consumer Trend Report.
Mining of existing secondary data: To uncover and analyse current trends related to breakfast, extensive secondary research was conducted. A primary source for secondary information was Technomic’s Digital Resource Library (DRL). The DRL, which is updated on a daily basis, tracks and houses industry news from more than 50 printed and online sources. Additional research was gathered through Technomic’s Knowledge Centre, one of the most extensive foodservice libraries in the industry.
In-depth search and analysis of restaurant menus: Particularly for the Menu Insights section of this report, Technomic’s exclusive MenuMonitor online trend-tracking resource was utilised. MenuMonitor is a continually updated online product that houses menu information for more than 1,200 restaurant chains throughout the U.S., Canada and the U.K. The database is searchable by restaurant name, restaurant segment, daypart, cuisine, region, menu offering, foodservice brand, ingredient menued and preparation type, just to name a few. By conducting an in-depth search of menus from the Top 150 chain restaurants, Technomic was able to showcase menu classification incidences and trends. Data illustrated in the Menu Insights section of this report is based on MenuMonitor pulls for menus collected for July through December 2010.
Quantitative consumer research: A 20-minute online survey of 1,000 U.K. consumers was conducted in January Consumers were asked to report their usage and attitudes regarding breakfast. The consumer sample is representative of the U.K. population according to census data.

6. Industry Overview

7. Limited-service restaurants comprised nearly 60% of sales, with full-service restaurants comprising the other 40% of sales. Since 2008, LSRs grew 8.4% and FSRs grew 6.6%
Exhibit 1
Key Finding: For LSRs, the top sales-generating categories were again hamburger (£2.3 billion), coffee & other beverage (£1.3 billion) and chicken (£1.1 billion) this year. Sandwich experienced the fastest rate of sales growth, with an increase of 27.8% over For FSRs, the bar & grill category, which is made up of casual-dining and pub chains, continued to be the leader in total sales and units. The fastest-growing menu categories in terms of sales were Asian (up 12.9%) and traditional (up 11.3%). In terms of unit growth, French (up 9.6%) and Asian (up 9.5%) were the best performers.

8. Menu Insights

9. Main Courses, side items and non-alcoholic beverages form the core of the breakfast menu at limited-service restaurant chains
Exhibit 2
Key Finding: Exhibit 2 shows that limited-service breakfast offerings strongly centre on main-course main courses and accompanying side items. MenuMonitor found examples of 72 main courses at 17 different chains for breakfast. These items were offered for an average price of £3.06. Eleven leading LSR chains offered 61 sides, which were listed at an average price of £1.84. Overall, 43% of the 47 LSR chains tracked by MenuMonitor offer breakfast.

10. At full-service restaurant chains, add-ons, healthy menu items, desserts, and starters are making an appearance at breakfast
Exhibit 3
Key Finding: Exhibit 3 shows that in 2010, full-service breakfast main courses totalled 195 items listed at 27 chains. This averaged out to 7.2 breakfast main courses per FSR menu, listed for approximately £5.47. Overall, MenuMonitor data shows that 26% of top FSR chains in the U.K. offer breakfast. Sides were offered at 19 full-service chains at an average of 5.9 items per menu, totalling 112 offerings. Many sides were either small-portioned yoghurt or porridge items. Non-alcoholic beverages (such as coffee, tea, juice and soft drinks) were the next-largest meal part category, totalling 31 items.

11. Limited-service menus clearly veer toward sandwiches, although breakfast starches and egg dishes are also likely to be offered
Exhibit 4
Key Finding: Exhibit 4 provides data on the leading types of LSR breakfast main courses. Ten limited-service chains offer 35 breakfast sandwiches, and they list these items for an average price of £2.32. Breakfast starches are the second most prominent main course type in the limited-service arena. There were 17 such dishes (i.e., porridge, pancakes, crêpes, French toast, etc.) listed at seven LSR chains. Rounding out the top three main course choices on LSR menus were egg dishes such as fried eggs, poached eggs, scrambled eggs, omelettes and frittatas. MenuMonitor found 13 egg main courses listed at four LSR chains.

12. Full-service chains primarily offer combo plates and egg dishes in addition to sandwiches and breakfast starches
Exhibit 5
Key Finding: Combo plates, egg dishes and sandwiches are the leading three types of main courses listed for breakfast at full-service restaurant chains. Conventional combo-plate offerings tend to feature eggs, meat and one or more side items. Traditional English breakfasts comprise the bulk of the offerings in this main course category. MenuMonitor found 60 combo items on 25 FSR menus; these items were listed for an average price of £5.89.

13. Sausage varieties lead breakfast sandwiches at FSRs, while at LSRs, bacon, egg and cheese sandwich varieties are the most prevalent
Exhibit 6
Key Finding: The data shows that full-service menus are more likely to feature chicken, fish and pork as the protein component for breakfast sandwiches than their limited-service counterparts. In contrast, LSRs are more likely than FSRs to menu sausage, egg and cheese sandwiches, as well as vegetarian varieties. Exhibit 6 shows that sausage varieties—including sausage inside an American-style biscuit, traditional roll, bread, tortilla wrap or croissant—lead all other types of sandwiches at FSRs, with seven items. At LSRs, bacon, egg and cheese sandwich varieties—such as those found on the menu at quick-serve giants like McDonald’s and Burger King—are the most prevalent, with 11 such items.

14. Exhibit 7: Leading Breakfast Sandwich Ingredients (Leading Chains)14
Eggs are the top component of LSR breakfast sandwiches, while bacon leads for FSR breakfast sandwiches
Exhibit 7: Leading Breakfast Sandwich Ingredients (Leading Chains)
Key Finding: Eggs are the top component of LSR breakfast sandwiches (51.4%), while bacon is the number-one ingredient for FSR breakfast sandwiches (57.9%). Sausage also figures prominently on the menus in both segments as a breakfast-sandwich element; 34.3% of menu descriptions for LSR sandwiches mention sausage, while 42.1% of FSR sandwiches carry a description that includes sausage in the preparation. Differences are seen in the ways in which LSRs and FSRs offer various sandwich toppings. For example, cheese is far more likely to be offered for LSR sandwiches (31.4%) than FSR sandwiches (7.9%). NA NA NA
Base: 35 sandwiches in 10 Limited-Service Chains; 38 sandwiches in 19 Full-Service Chains

15. Breakfast combos are typically highlighted by offerings described as traditionally
English or British
Exhibit 8
Key Finding: The most popular positioning appears to be that of a “traditional,” “English” or “British” breakfast. The Browns Bar & Brasserie listing represents the typical presentation of this combo plate, featuring back bacon, sausage, grilled tomatoes, baked beans, black pudding, toast and two eggs. Another important trend worth noting is the appearance of “free-range” in the menu description. Our research found a good number of breakfast combo plates, egg dishes and breakfast sandwiches that featured “free-range” as an attribute of the egg in the offering.

16. Exhibit 9: Breakfast—Leading Flavours (Leading Chains)16
Smoky bacon, citrusy orange and the sweet/savoury tomato stand out as leading breakfast flavours
Exhibit 9: Breakfast—Leading Flavours (Leading Chains)
Key Finding: MenuMonitor captured the flavour profiles that were most frequently named on the menu at LSRs and FSRs. At limited-service restaurants, bacon was the most frequently mentioned flavour attached to breakfast offerings, with 15.4% of menu descriptions listing the smoky profile of bacon. Limited-service chains also prominently featured sweet, citrusy orange flavours (8.7%), as well as tomato, honey and apple flavours (each 5.4%). Bacon was also the leading flavour for full-service breakfast offerings, at 21.6%—a percentage that was nearly matched by tomato. NA NA
Base: 149 items in 20 Limited-Service Chains; 365 Items in 29 Full-Service Chains

17. Exhibit 10: Breakfast—Leading Proteins (Leading Chains)17
Eggs, bacon and sausage are the top proteins on the breakfast menu
Exhibit 10: Breakfast—Leading Proteins (Leading Chains)
Key Finding: Eggs, bacon and sausage are the top three protein choices at LSRs and FSRs alike. Limited-service and full-service menus are shown to represent very similar practices in terms of incorporating proteins; after the top three choices, FSRs are most likely to list ham, salmon and pork—as are LSRs. Differences were noted in the percentage of menu descriptions that called for back bacon and haddock; full-service menus were more likely to feature these proteins for breakfast, while the incidence for LSRs was so small as not to be noted. NA NA
Base: 149 items in 20 Limited-Service Chains; 365 Items in 29 Full-Service Chains

18. Exhibit 11: Breakfast—Leading Fruits (Leading Chains)18
Tomato provides one of the primary flavour profiles for breakfast main courses especially at FSRs
Exhibit 11: Breakfast—Leading Fruits (Leading Chains)
Key Finding: According to MenuMonitor, limited-service menus featured banana most frequently—likely as part of a muffin offering. Full-service menus strongly veer toward tomato as the fruit of choice. Grilled tomato as a meal component of traditional English breakfasts largely drives the frequency of this fruit being mentioned in FSR menu descriptions. Overall, limited-service menus tend to mention fruits in the menu description much more frequently than FSRs do. NA NA
Base: 149 items in 20 Limited-Service Chains; 365 Items in 29 Full-Service Chains

19. Coffee cafés and patisseries are well-known as breakfast destinations due to their coffee and complementary baked-goods menus
Exhibit 12
Key Finding: Data on all non-alcoholic beverages is illustrated in Exhibit 12, and Technomic highlighted beverage types that are traditionally consumed by many people for breakfast. Coffee is highly complementary to muffins, scones, pastries and other baked offerings that tend to be preferred for breakfast by LSR and FSR consumers. Limited-service menus offer 183 speciality coffee drinks (espresso, cappuccino, mochas, lattes, etc.) for an average price of £2. Full-service restaurants also feature a large number of speciality coffee drinks, totalling 383 such beverages at 89 chains. Speciality-coffee drinks in this segment were offered for an average price of £2.03 in 2010.

20. Consumer Insights

21. More than four out of 10 consumers (43%) say they skip breakfast at least once in a typical week
Exhibit 13: How often do you skip breakfast during the week (Monday–Friday)?
Key Finding: Breakfast is often referred to as the most important meal of the day, but survey results indicate that the majority of consumers regularly skip breakfast during the week. Less than half of consumers polled (47%) say they never skip breakfast during the week, while many consumers (53%) usually skip breakfast at least once Monday through Friday. Furthermore, more than a quarter of consumers (27%) choose to skip breakfast two to four days a week, and 4% of consumers say they skip breakfast each weekday.
Base: 1,000 consumers aged 18+ 21

22. Consumers cite a lack of time and hunger as the primary reasons for skipping breakfast on weekdays
Exhibit 14: Which of the following reasons explains why you will skip breakfast during the week? Select all that apply. (by country)
Key Finding: Almost half of consumers who skip breakfast during the week say it is because they don’t have time (49%) or they aren’t hungry (48%). Time is the most common reason cited for skipping breakfast, which speaks to the importance of operators in providing quick, convenient options. The fact that a lack of hunger ranks as the second highest reason for skipping breakfast suggests that many consumers could be encouraged to purchase breakfast away from home more often through more appealing options or promotions.
Base: 530 (U.K.) and 988 (U.S.) consumers aged 18+ who skip breakfast during the week

23. Consumers are less likely to skip breakfast on the weekend, with six of out 10 consumers (58%) saying they never skip breakfast on these occasions
Exhibit 15: How often do you skip breakfast during the weekend (Saturday & Sunday)?
Key Finding: Significantly more consumers eat breakfast regularly on the weekend than during the week. Just 31% of consumers say they occasionally skip breakfast on Saturdays and Sundays. Attributes related to time and convenience, which were major factors for skipping during the week, are probably less critical on the weekend. On the other hand, some consumers do skip weekend breakfasts on a regular basis. Nearly two out of ten consumers (16%) indicate that they only eat breakfast on either Saturday or Sunday, and another 7% typically skip on both days.
Base: 1,000 consumers aged 18+ 23

24. Although time is also a significant factor on the weekend, consumers cite a lack of hunger as the top reason for skipping breakfast on Saturday or Sunday
Exhibit 16: Which of the following reasons explains why you will skip breakfast during the weekend? Select all that apply. (by country)
Key Finding: Consumers say their top two reasons are the same as those who skip breakfast during the week. Half of consumers (50%) say they skip breakfast on the weekend because they are simply not hungry, and another 22% say they don’t have time to eat breakfast. Although time was significantly more important to consumers for weekday breakfast occasions (49%), it is still the second leading reason why consumers skip breakfast on the weekend. U.K. consumers are less likely than U.S. consumers to say they don’t have time for breakfast, but are more likely to cite no particular reason for skipping breakfast.
Base: 415 (U.K.) and 818 (U.S.) consumers aged 18+ who skip breakfast during the week

25. Consumers clearly eat breakfast later on the weekend than during the week
Exhibit 17: Which of the following is closest to the time you usually eat breakfast during the week and during the weekend?
Key Finding: The vast majority of weekday breakfasts (79%) are consumed between the hours of 7 a.m. and 9 a.m.—coinciding with the hours that most consumers begin their work day. Weekend breakfasts are typically consumed later, with three-fourths of consumers (76%) saying they eat breakfast between 8 a.m. and 10 a.m.
Base: 1,000 consumers aged 18+ 25

26. Consumers primarily eat breakfast at home, both during the week and on the weekend
Exhibit 18: Which of the following do you do for breakfast at least occasionally (every 90 days) during the week (Monday–Friday) and on the Weekend (Saturday & Sunday)?
Key Finding: Consumers indicate that they prefer to eat breakfast at home quite often, regardless of week part. The vast majority of consumers polled say they eat breakfast at home often on weekday (90%) and weekend (90%) occasions. However, consumers are also likely to bring their breakfast from home to another location or eat it en route during the week. Roughly a tenth of consumers bring breakfast from home to eat at work (12%) or to eat in transit (8%) during the week. Alternatively, on the weekend, only 4% of consumers eat something on the way to work or school, and just 3% eat something they brought from home.
Base: 1,000 consumers aged 18+

27. Weekend breakfasts tend to be social occasions, even for at-home breakfasts
Exhibit 19: Who do you usually eat breakfast with when you eat breakfast at home or bring food from home on weekdays and during the weekend?
Key Finding: More than half of consumers (55%) report that breakfasts eaten at home during the week are usually eaten alone. Alternatively, weekend at-home breakfast occasions are much more social. Most consumers surveyed (54%) say they eat breakfast with their spouse or significant other at home on the weekend, and 15% eat breakfast with their young children. Ten percent of consumers also indicate that the weekend is a good time to eat breakfast at home with friends.
Base: 296 (Weekday) and 272 (Weekend) consumers aged 18+ who eat breakfast away from home

28. Fast-food concepts are top of mind for away-from-home breakfasts
Exhibit 20: From which of the following locations do you purchase breakfast at least occasionally during the week (Monday–Friday) and on the Weekend (Saturday & Sunday)?
Key Finding: According to those surveyed, fast-food restaurants are visited by more consumers at breakfast than any other type of restaurant during the week. About one-tenth of consumers (11%) patronise these locations for weekday breakfast. The fact that nearly as many consumers (8%) visit these locations on the weekend speaks to the importance consumers place on fast service and portability at breakfast, regardless of the week part. About one-tenth of consumers also frequent department-store or supermarket restaurants or cafés, coffee shops, patisseries, such as Gregg’s, and bakeries/cafés, such as Paul Bakery.
Base: 1,000 consumers aged 18+

29. During the weekend, away-from-home breakfasts are typically social occasions involving a spouse or significant other, a group of friends or children
Exhibit 21: Who do you usually eat breakfast with when you purchase food away from home on weekdays and during the weekend?
Key Finding: Most consumers (54%) say that breakfasts purchased away from home on the weekend are usually eaten with a spouse or significant other. Many consumers also include other adults or friends (26%), and children aged 12 and under (12%) are included in these breakfast occasions. On the other hand, more than two out of five consumers (43%) report that when dining out during the week, they eat breakfast alone.
Base: 263 (Weekday) and 222 (Weekend) consumers aged 18+ who eat breakfast away from home

30. Consumers indicate a tendency to eat breakfast at the restaurant both on weekdays and during the weekend
Exhibit 22: When you purchase breakfast away from home, what percent of the time do you order the food for takeaway, and what percent of the time do you eat the food there on weekdays and during the weekend? (Means shown)
Weekday
Weekend
Key Finding: Most consumers prefer to eat breakfast at the restaurant instead of as takeaway. Although consumers are more likely to order their breakfast to go during the week, more than half of consumers (56%) say they eat their breakfast at the restaurant or foodservice location. This is especially common on the weekend, where two out of three consumers (66%) say they eat their breakfast on the premises as well. Thus, regardless of week part, consumers likely put a great deal of importance on attributes related to eating in the restaurant or foodservice location—such as speed of service, ambiance and breakfast menu variety.
Base: 263 (Weekday) and 222 (Weekend) consumers aged 18+ who purchase breakfast away from home

31. When ordering breakfast for takeaway, consumers prefer to purchase their meal either midway between their home and destination, or near their destination
Exhibit 23: When you purchase breakfast away from home for takeaway, do you usually purchase it closer to home or closer to your destination?
Key Finding: Consumers seem to choose their breakfast purchase location based on convenience. The largest contingent of consumers is in favour of grabbing breakfast closer to their destination, both during the week (44%) and weekend (43%). About a third of consumers say they usually purchase their food halfway between their origin and their destination both during the week (34%) and the weekend (34%).
Base: 217 (Weekday) and 169 (Weekend) consumers aged 18+ who purchase breakfast away from home

32. Consumers are much more likely to eat breakfast en route during the week (54%) than on the weekend (45%)
Exhibit 24: When you purchase breakfast away from home for takeaway, do you usually eat it on the way to or after you arrive at your destination?
Weekday
Weekend
Key Finding: Results seen in the exhibit indicate that during the week, the majority of consumers (54%) prefer to eat their breakfast in transit, presumably either while walking, driving, or riding public transportation. During the weekend, when they’re burdened by fewer time constraints, consumers follow a different pattern of breakfast consumption. More than two out of five consumers (45%) say they usually eat their breakfast on the way to their destination, while most (55%) prefer to wait until they reach their destination to eat.
Base: 217 (Weekday) and 169 (Weekend) consumers aged 18+ who purchase breakfast away from home

33. Younger consumers seem to be more swayed by expanded foodservice breakfast programs to purchase breakfast away from home
Exhibit 25: I am eating breakfast away from home more now than I was a year ago. (by age, top two box = agree completely and agree, bottom two box = disagree completely and disagree)
% Overall 6%
Key Finding: Most consumers (68%) are not eating breakfast away from home more often than one year ago. This tendency skews toward older consumers, with nearly nine out of ten consumers 55 and older (85%) not increasing their away-from-home breakfast purchases over the last year. Younger consumers are much more likely to say they have increased their away-from-home breakfast purchases. More than a tenth of consumers aged 18–34 (12%) report they are eating breakfast away from home more now compared to a year ago.
68%
Base: 498 consumers aged 18+

34. Although most consumers do not expect their breakfast purchases to change in the near future, increases are most likely among younger consumers
Exhibit 26: In the coming year, do you think you will be purchasing breakfast from restaurants or other foodservice locations more often, less often, or the same amount as you are now? (by age)
Key Finding: When asked about their away-from-home breakfast purchasing behaviour in the coming year, most consumers say they don’t expect too many changes. Two-thirds of consumers (66%) overall report that they expect to make the same amount of breakfast purchases from restaurants and other foodservice locations this year. On the other hand, 28% of consumers say they think they will be purchasing breakfast less often from restaurants and other foodservice locations. Although few consumers (6%) say they intend to purchase breakfast away from home more frequently in the coming year, these responses skew toward younger consumers.
Base: 1,000 consumers aged 18+

35. Fast-food restaurants, coffee shops and patisseries are most likely to see increased breakfast traffic in the coming year
Exhibit 27: From which locations do you expect to be purchasing breakfast from more often?
Key Finding: Consumers who said they will likely visit restaurants and other foodservice locations more often in the near future expect to patronise fast-food concepts (44%), coffee shops (39%) and patisseries (35%) more often. Quick-service restaurants may be particularly appealing because of a value-driven platform characterised by low-price menu items and speedy transactions. On the other hand, coffee shops and patisseries satisfy consumers with large portions and high-quality ingredients while still maintaining affordable prices and quick service.
Base: 57 consumers aged 18+ who expect to purchase breakfast away from home more often in the coming year

36. Attributes related to quality and affordability are the strongest drivers for expected increases in away-from-home breakfast purchases
Exhibit 28: Why do you think you will be purchasing breakfast more often from these locations? Select all that apply.
Key Finding: Consumers who expect to purchase breakfast away from home more often in the coming year were also asked why they intended to do so at these specific locations. Two out of five consumers (40%) indicate they want to try or enjoy new breakfast items offered there, and a third (33%) of these consumers responded that they would be eating breakfast more often in general.
Base: 57 consumers aged 18+ who expect to purchase breakfast away from home more often in the coming year

37. Consumers expecting to purchase breakfast less often will most likely cut purchases at fast-food restaurants, coffee shops and retail locations
Exhibit 29: From which locations do you expect to be purchasing breakfast from less often? (by gender)
% Overall
50%
43%
40%
35%
34%
33%
Key Finding: Half of consumers (50%) indicate that they expect to be visiting fast-food restaurants less often in the next year. Another two-fifths of these consumers (43%) say that in the coming year they will likely visit coffee shops less frequently. Females in particular expect to cut back from fast food and higher-end fast-food restaurants (52% and 34%, respectively), while more males expect to cut back at department-store/supermarket restaurants or cafés (43%) and pubs (36%).
32%
30%
29%
Base: 282 consumers aged 18+ who expect to purchase breakfast away from home less often in the coming year

38. Consumers overwhelmingly cite having less money to spend on eating out in general as the leading reason for anticipated decreased breakfast patronage
Exhibit 30: Why do you think you will be purchasing breakfast less often from these locations? Select all that apply. (by gender)
% Overall
59%
27%
16%
16%
12%
Key Finding: Three-fifths of consumers (59%) who indicate that they will purchase breakfast less often say that they will likely do so because they simply have less money to spend on dining out. Significantly more females (63%) than males (54%) say they have less money to spend on eating out. More than a quarter of consumers (27%) who expect to purchase breakfast away from home less often in the near future say they are cutting back because they are trying to eat healthier.
10% 7% 4%
Base: 282 consumers aged 18+ who expect to purchase breakfast away from home less often in the coming year

39. Consumers cite taste as the most important factor when selecting a breakfast item from a restaurant or other foodservice location
Exhibit 31: How important are the following attributes when choosing a breakfast item you purchase from a restaurant or other foodservice location during the week and during the weekend? (Top two box = important and extremely important)
Key Finding: Regardless of week part, consumers say that an appealing flavour is essential to their decision of what to purchase for breakfast. Taste is the most important food attribute for consumers both during the weekday (79%) and during the weekend (75%). Three out of five consumers indicate that it is crucial for breakfast items to be high in quality during the week (62%) and on the weekend (64%). More than half of consumers report that they consider the freshness of an item when purchasing breakfast away from home during the week (54%) and on the weekend (55%).
Base: 263 (weekday) and 222 (weekend) consumers aged 18+ who purchase breakfast away from home on these days at least occasionally
Respondents indicated their opinion on a scale 1–6 where 6 = extremely important and 1 = not important at all

40. Variety, convenience and affordability are consumers’ most important considerations in the breakfast decision
Exhibit 32: How important are the following attributes when choosing a breakfast item you purchase from a restaurant or other foodservice location during the week and during the weekend? (Top two box = important and extremely important)
Key Finding: In general, consumers place greater importance on attributes related to time, convenience and portability for breakfast consumed during the week. Variety, which was found to be most important to consumers overall, was one exception to this, as it was found to be equally important for both weekday (62%) and weekend (63%) breakfast occasions. During the week, more than three out of five consumers (62%) report that a convenient location is an important factor in deciding where to purchase breakfast. In addition, half of consumers (50%) value speed of preparation and delivery, and 42% value portability. Price is also an important consideration for roughly half of consumers when purchasing breakfast during the week (50%) and on the weekend (48%).
Base: 263 (weekday) and 222 (weekend) consumers aged 18+ who purchase breakfast away from home on these days at least occasionally
Respondents indicated their opinion on a scale 1–6 where 6 = extremely important and 1 = not important at all

41. Attributes related to taste, price, convenience and speed are the strongest traffic drivers during the week, while taste and variety are stronger drivers on the weekend
Exhibit 33: Thinking about the restaurant or store you usually purchase breakfast from during the week and on the weekend, what are the main reasons for purchasing breakfast most often from this establishment?
Key Finding: Half of consumers say that the restaurant or foodservice location they visit for breakfast most often during the weekend (52%) and during the week (45%) is preferred because it has food that tastes really good. Roughly two out of five respondents indicate that they patronise the same restaurant or foodservice location during the week (43%) and during the weekend (38%) because it offers inexpensive items. Three out of 10 consumers report that the main reason they visit their preferred restaurant or other foodservice location for breakfast for weekday (33%) and weekend (27%) occasions is because it is in a convenient location.
Base: 322 (weekday) and 322 (weekend) consumers aged 18+ who purchase breakfast away from home
Respondents chose the top three reasons that best describe why they choose this location

42. A quarter of consumers say they would be highly likely to purchase breakfast foods at other times of day if these offerings were available at limited-service restaurants
Exhibit 34: How much do you agree with the following statements regarding breakfast at limited-service restaurants? (Top two box = agree and agree completely, bottom two box = disagree and disagree completely)
Key Finding: Consumers indicate that there may be opportunities for operators and suppliers to boost breakfast food sales at limited-service restaurants by offering these options throughout the day. A quarter of consumers polled (25%) say they would be very likely to purchase breakfast options during other times of the day if they were available, and 18% strongly agree that it is important to them that limited-service restaurants offer breakfast all day long. More females (28%) than males (22%) express an interest in breakfast foods being offered throughout the day at limited-service concepts.
Base: 279 consumers aged 18+ who purchase breakfast from limited-service restaurants at least occasionally
Respondents indicated their opinion on a scale 1–6 where 6 = agree completely and 1 = disagree completely

43. A substantial percentage of consumers say it is important for limited-service restaurants to offer breakfast promotions that create a strong value proposition
Exhibit 35: How much do you agree with the following statements regarding breakfast at limited-service restaurants? (by age, top two box = agree and agree completely)
% Overall
24%
22%
Key Finding: About a quarter of consumers polled are in strong agreement that it is important for limited-service restaurants to offer combination meals (24%) and value or dollar menus (53%) at breakfast. As shown in the exhibit above, younger consumers are more likely than older consumers to consider these offerings to be important. Additionally, although it is not shown in Exhibit 35, slightly more males (26%) than females (22%) agree that LSRs should offer combo meals.
22%
Base: 279 consumers aged 18+ who purchase breakfast from limited-service restaurants at least occasionally
Respondents indicated their opinion on a scale 1–6 where 6 = agree completely and 1 = disagree completely

44. Consumers indicate that fast-food restaurant breakfasts are affordable and portable, but that these operators could improve the healthfulness and variety such offerings
Exhibit 36: How much do you agree with the following statements regarding breakfast or brunch from fast-food restaurants? (Top two box = agree and agree completely, bottom two box = disagree and disagree completely)
Key Finding: Consumers indicate that breakfast foods cooked at home taste better than offerings from fast-food restaurants. More than a third of consumers (34%) are in strong agreement that home-cooked breakfast foods and drinks taste better than options at fast-food concepts. In addition, 12% of consumers say fast-food breakfast options are not appealing. Beyond taste and appeal, the data shows some more areas that fast-food operators may want to address, such as variety and health. A quarter of consumers (25%) would like to see more healthy breakfast options at fast-food restaurants, and 18% report that these locations do not offer enough variety on the breakfast menu.
Base: 130 consumers aged 18+ who purchase breakfast from fast-food restaurants at least occasionally
Respondents indicated their opinion on a scale 1–6 where 6 = agree completely and 1 = disagree completely

45. Consumers say they would like to see more healthy, portable breakfast options at higher-end fast-food restaurants
Exhibit 37: How much do you agree with the following statements regarding breakfast or brunch from higher-end fast-food restaurants? (Top two box = agree and agree completely, bottom two box = disagree and disagree completely)
Key Finding: The taste, variety, healthfulness and portability of breakfast items are all areas higher-end fast-food restaurants may want to address. About a quarter of consumers (26%) are in strong agreement that breakfast items cooked at home taste better than offerings from higher-end fast-food restaurants. One out of 10 consumers agree that higher-end fast-food breakfast options are not appealing. Additionally, about a quarter of consumers (26%) would like higher-end fast-food operators to offer a wider variety of breakfast options, and 16% would like these concepts to offer more healthy breakfast items.
Base: 73 consumers aged 18+ who purchase breakfast from higher-end fast-food restaurants at least occasionally
Respondents indicated their opinion on a scale 1–6 where 6 = agree completely and 1 = disagree completely

46. Many consumers say that bakery and/or café operators provide appealing options for breakfast
Exhibit 38: How much do you agree with the following statements regarding breakfast or brunch from bakery/cafés? (Top two box = agree and agree completely, bottom two box = disagree and disagree completely)
Key Finding: Just as we saw for higher-end fast-food restaurants, 26% of consumers strongly agree that home-cooked breakfast foods and drinks taste better than those offered at a bakery and/or café. However, more consumers find breakfast foods at these locations appealing than those offered at fast-food and higher-end fast-food restaurants. Nearly half of consumers (48%) strongly disagree that breakfast options at bakery and/or cafés are not appealing.
Base: 108 consumers aged 18+ who purchase breakfast from bakery/cafés at least occasionally
Respondents indicated their opinion on a scale 1–6 where 6 = agree completely and 1 = disagree completely

47. Consumers indicate that breakfast foods offered at patisseries are the closest competition to the taste of home-cooked breakfasts
Exhibit 39: How much do you agree with the following statements regarding breakfast or brunch from patisseries? (Top two box = agree and agree completely, bottom two box = disagree and disagree completely)
Key Finding: More than a fifth of consumers (23%) are in strong agreement that home-cooked breakfast foods and drinks taste better than those offered at patisseries. Males especially think that home-cooked foods taste better than patisserie breakfast options; nearly three out of 10 males (29%) report a top two box response (5 or 6 rating), compared to just 18% of females. Consumers are split regarding the variety of breakfast items at patisseries. While 16% of consumers strongly agree that these locations do not offer enough variety of options, the same percentage of consumers say the opposite.
Base: 118 consumers aged 18+ who purchase breakfast from patisseries at least occasionally
Respondents indicated their opinion on a scale 1–6 where 6 = agree completely and 1 = disagree completely

48. According to consumers, coffee shops do a good job providing portable breakfast options, but could improve the taste, affordability and variety of such items
Exhibit 40: How much do you agree with the following statements regarding breakfast or brunch from coffee shops? (by gender, top two box = agree and agree completely)
% Overall
32%
28%
28%
22%
17%
Key Finding: About one-third of consumers (32%) report that the taste of breakfast ordered at coffee shops is not on par with breakfast prepared at home. This is particularly driven by females. Nearly two out of five females (37%) are in strong agreement that home-cooked breakfasts taste better, compared to just 25% of males. More than a quarter of consumers (28%) indicate that breakfast options at coffee shops are too expensive to purchase during the week, making it the LSR subsegment consumers perceive to be the most expensive.
13% 8%
Base: 87 consumers aged 18+ who purchase breakfast from coffee shops at least occasionally
Respondents indicated their opinion on a scale 1–6 where 6 = agree completely and 1 = disagree completely

49. Consumers are willing to spend more for breakfast items at higher-end fast-food restaurants than other limited-service concepts
Exhibit 41: How much would you be willing to pay for the following breakfast items at limited-service restaurants? (Means shown)
Key Finding: Consumers indicate that they are willing to pay £2–£2.50 for à la carte items such as hash browns, yoghurt parfaits, fruit and bread at limited-service concepts. MenuMonitor shows that the average price for an à la carte item at a limited-service concept is £1.84. Consumer price thresholds are higher for breakfast sandwiches. Consumers say that a price in the range of £2–£4 is ideal for breakfast sandwiches at limited-service restaurants. However, consumers are willing to spend up to £3.40 for a breakfast sandwich at higher-end fast-food restaurants, like Eat or Pret A Manger.
Base: 156 (fast-food), 73 (higher-end fast-food), 108 (bakery/café), 118 (patisserie) and 118 (coffee shop)
consumers who purchase breakfast at these locations at least occasionally

50. A substantial proportion of consumers—particularly younger consumers—express interest in all-day breakfast options at full-service restaurants
Exhibit 42: How much do you agree with the following statements regarding breakfast at full-service restaurants? (by age, top two box = agree and agree completely)
% Overall
29%
29%
26%
Key Finding: Nearly three out of 10 consumers surveyed are in agreement that they would like to see full-service restaurants offer breakfast throughout the day (29%) and that they would be very likely to order these options for other dayparts (29%). More younger (29%) than older (22%) consumers are also more likely to visit full-service restaurants for breakfast that offer all-you-can-eat or breakfast buffets.
24%
18%
Base: 101 consumers aged 18+ who purchase breakfast from full-service restaurants at least occasionally
Respondents indicated their opinion on a scale 1–6 where 6 = agree completely and 1 = disagree completely

51. Although bundled breakfast offerings are generally associated with limited-service restaurants, more consumers find these options appealing in a full-service format
Exhibit 43: How much do you agree with the following statements regarding breakfast at full-service restaurants? (by age, top two box = agree and agree completely)
% Overall
32%
26%
Key Finding: Despite the fact that limited-service concepts are best known for bundling, more consumers (32%) say that they would like to see these types of offerings at full-service restaurants. A quarter of consumers (26%) strongly agree that it is important for full-service restaurants to offer value or dollar menus at breakfast. This is higher than the 22% of consumers who enjoy these types of menus in a limited-service format. Nearly as many consumers (25%) are in strong agreement that coupons or special offers influence which full-service restaurant consumers will visit for breakfast.
25%
Base: 101 consumers aged 18+ who purchase breakfast from full-service restaurants at least occasionally
Respondents indicated their opinion on a scale 1–6 where 6 = agree completely and 1 = disagree completely

52. Consumers indicate lower prices, increased healthfulness and portability can boost breakfast sales, although they seem content with the variety of offerings
Exhibit 44: How much do you agree with the following statements regarding breakfast from casual-dining restaurants? (Top two box = agree and agree completely, bottom two box = disagree and disagree completely)
Key Finding: Three out of 10 consumers (30%) agree that the taste of breakfast prepared at home is better than breakfast purchased at casual-dining restaurants. However, most consumers seem to like breakfast options at these locations; just 14% of consumers strongly agree that the breakfast foods at casual-dining concepts are not appealing. Pricing also seems to be an area that casual-dining restaurants may want to address. A quarter of consumers (25%) strongly agree that breakfast options at these establishments are too expensive to purchase during the week. Further, more than one-third of consumers (36%) think that it costs more to purchase breakfast at a casual-dining restaurant than to make it at home.
Base: 56 consumers aged 18+ who purchase breakfast from Casual-dining restaurants at least occasionally
Respondents indicated their opinion on a scale 1–6 where 6 = agree completely and 1 = disagree completely

53. Many consumers find breakfast foods at pubs appealing; however, some indicate that these concepts could improve upon the portability of items
Exhibit 45: How much do you agree with the following statements regarding breakfast from pubs? (Top two box = agree and agree completely, bottom two box = disagree and disagree completely)
Key Finding: Consumer data suggests that there is room for pub operators to offer breakfast: more than two-fifths of consumers (42%) indicate that pubs offer appealing breakfast foods. Additionally, more than a quarter of consumers think that pubs offer enough variety of (29%) and healthy (25%) breakfast options. One-third of consumers (33%) disagree that pub breakfast options are too expensive to purchase during the week. Consumers indicate that the price of breakfast items at pubs is less expensive than at casual-dining restaurants. About one out of six consumers (17%) agree that breakfast options at pubs are too expensive to purchase during the week. In comparison, a quarter of consumers (25%) say the same of breakfast items at casual-dining restaurants.
Base: 72 consumers aged 18+ who purchase breakfast from Pubs at least occasionally
Respondents indicated their opinion on a scale 1–6 where 6 = agree completely and 1 = disagree completely

54. Consumers will pay the same for à la carte and sandwich items at pubs and casual-dining restaurants, but will pay more at the latter for other breakfast main courses
Exhibit 46: How much would you be willing to pay for the following breakfast items at full-service restaurants? (Means shown)
Key Finding: Consumers polled say they would pay £2.50 for à la carte items at coffee shops as well as at casual-dining restaurants and pubs. With the exception of higher-end fast-food restaurants, consumers are willing to pay more for breakfast sandwiches at full-service restaurants. Consumers say that a price point of £3.20 is ideal for breakfast sandwiches at both casual-dining concepts and pubs. However, this price may not be realistic. MenuMonitor data shows that the average price for a breakfast sandwich at full-service chains is £4.36.
Base: 56 (casual-dining) and 72 (pub) consumers who purchase breakfast at these locations at least occasionally

55. Most consumers indicate that they are satisfied with the portability of breakfast offerings offered at convenience stores, news agents or petrol stations
Exhibit 47: How much do you agree with the following statements regarding breakfast/brunch from convenience store, news agent or petrol station foodservice? (by gender, top two box = agree and agree completely)
% Overall
50%
38%
34%
31%
28%
Key Finding: Half of consumers polled (50%) strongly agree that breakfast items purchased at convenience stores, news agents or petrol stations do not taste as good as home-cooked breakfast foods. More than one-third of respondents report that convenience stores, news agents or petrol stations do not offer enough variety at breakfast (38%) and do not offer enough healthy breakfast options (34%). Additionally, consumers indicate that these retailers could offer higher-quality items; more than a quarter of consumers (27%) agree that convenience stores or petrol stations do not offer items that are high in quality.
27%
19% 9%
Base: 64 consumers aged 18+ who purchase breakfast from convenience stores, news agents or petrol stations at least occasionally
Respondents indicated their opinion on a scale 1–6 where 6 = agree completely and 1 = disagree completely

56. Many consumers indicate that supermarket and department-store foodservice areas offer appealing breakfast foods, but say that taste could be improved
Exhibit 48: How much do you agree with the following statements regarding breakfast/brunch from supermarket or department store restaurants or cafés? (Top two box = agree and agree completely, bottom two box = disagree and disagree completely)
Key Finding: Significantly more consumers consider prepared breakfast foods at supermarkets or department stores (42%) appealing than those who do not (12%). More than a quarter of consumers also consider the breakfast options at these retailers to be easily portable (28%) and healthy (28%). Roughly a third of respondents say that it costs less to get breakfast at these retailers than to make it at home (35%) and do not think that it is too expensive to purchase breakfast at supermarkets or department stores during the week (32%). However, one-third of consumers surveyed (33%) are in strong agreement that breakfast prepared at home tastes better than breakfast purchased at supermarket or department-store foodservice
Base: 130 consumers aged 18+ who purchase breakfast from a supermarket or department store’s restaurant or café at least occasionally
Respondents indicated their opinion on a scale 1–6 where 6 = agree completely and 1 = disagree completely

57. Regardless of the item, consumers do not expect to spend more than £2
Regardless of the item, consumers do not expect to spend more than £2.40 for prepared breakfast at convenience stores, supermarkets or department stores
Exhibit 49: How much would you be willing to pay for the following breakfast items at retail stores?
Key Finding: According to this exhibit, consumers are willing to pay slightly more for breakfast items at supermarket or department-store restaurants or cafés than at convenience stores. Consumers surveyed say they would be willing to pay around £2 for à la carte items offered at retail stores. Price thresholds are just slightly higher for breakfast sandwiches, with consumers indicating that they would be willing to pay about £2.30 for these items. For non-sandwich breakfast main courses, consumers cite a price range of £2.10–£2.30 as ideal for these offerings.
Base: 64 (convenience store) and 130 (supermarket) consumers aged 18+ who purchase breakfast at these locations at least occasionally

58. More than two-fifths of consumers say they cannot start their day without eating breakfast
Exhibit 50: Please indicate how much you agree or disagree with the following statements. (by age, top two box = agree and agree completely)
% Overall
42%
25%
Key Finding: More than two out of five consumers surveyed (42%) strongly agree that they cannot start their day without eating breakfast. Older consumers are most likely to view breakfast as an integral part of their day. More than half of consumers aged 55 and older (53%) and 42% of consumers aged 45–54 are in strong agreement that they cannot start their day without breakfast. A quarter of respondents (25%) firmly agree that it doesn’t matter where they eat breakfast as long as they eat something. Consumers aged 25–34 (28%) and 55+ (28%) are the most likely to not care where they eat breakfast as long as they eat something.
Base: 478 (can’t start my day) and 465 (it doesn’t matter) consumers aged 18+
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

59. Most consumers agree that it is unhealthy to skip breakfast; this belief is much stronger among older consumers
Exhibit 51: Please indicate how much you agree or disagree with the following statements. (by age, top two box = agree and agree completely)
% Overall
57%
25%
Key Finding: More than half of consumers (57%) strongly agree that it is unhealthy to skip breakfast. Older consumers are more likely to believe that it is healthy to eat breakfast; roughly three out of five consumers aged 45–54 (56%) and 55+ (67%) firmly believe that skipping breakfast is unhealthy. Additionally, although it is not shown in the exhibit, females are in stronger agreement that it is unhealthy to skip breakfast (61%, compared to just 51% of males). A quarter of consumers (25%) also believe that eating breakfast every day can help them lose weight. More females (30%) than males (20%) agree that eating breakfast daily can help them lose weight.
Base: 523 (it is unhealthy) and 510 (eat breakfast everyday) consumers aged 18+
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

60. At breakfast, consumers are more interested in eating a nutritious, balanced meal than in eliminating unhealthy foods altogether
Exhibit 52: Please indicate how much you agree or disagree with the following statements. (Top two box = agree and agree completely)
46%
25%
Key Finding: More than two-fifths of consumers (46%) say it is important to them that they eat a nutritious breakfast. Further, nearly half of these consumers (21%) report a top box response (6 rating), completely agreeing that eating a nutritious breakfast is important. However, a quarter of consumers (25%) agree that they avoid breakfast foods that they consider to be unhealthy.
Base: 505 (nutritious) and 493 (avoid breakfast foods) consumers aged 18+
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

61. Many consumers perceive home-cooked breakfast foods to be healthier than breakfast offerings at restaurants and retail foodservice locations
Exhibit 53: The food I eat at home is healthier than anything I could buy away-from-home. (by age and gender, top two box = agree and agree completely)
% Overall = 40%
Key Finding: Two out of five consumers (40%) strongly agree that the food they eat at home is healthier than anything they could buy away from home. More females (44%) than males (37%) think that home-cooked meals are healthier. This sentiment is strongest among women over the age of 55, with 58% of females in this age group in strong agreement.
Base: 525 consumers aged 18+
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

62. Few consumers say that natural and organic breakfast food ingredients and social responsibility practices justify a premium price for breakfast
Exhibit 54: Please indicate how much you agree or disagree with the following statements. (Top two box = agree and agree completely, bottom two box = disagree and disagree completely)
Key Finding: Just 9% of consumers strongly agree that they are willing to pay more for breakfast foods that are made with natural or organic ingredients. Slightly fewer consumers (6%) are in strong agreement that they are willing to spend more at restaurants that employ socially responsible practices, such as recycling and conservation of resources and energy. In fact, many consumers report the opposite. More than two in five consumers report a bottom two box response (1 or 2 rating), disagreeing that they are willing to spend more on breakfast at restaurants that are socially responsible (49%) and are willing to spend more for natural or organic breakfast food ingredients (44%).
Base: 494 (natural/organic food) and 498 (socially responsible) consumers aged 18+
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

63. One-third of consumers say that a hot breakfast makes them feel better, a sentiment felt most strongly among males aged 18–24
Exhibit 55: Hot breakfasts make me feel better. (by age and gender, top two box = agree and agree completely)
% Overall = 33%
Key Finding: Mood drivers also seem to play a role in some consumers’ breakfast decisions. One-third of consumers (33%) strongly agree that a hot breakfast makes them feel better. More males (37%) than females (29%) say that a hot breakfast can elevate their mood. The sentiment is strongest for males aged 18–24, with nearly half of these consumers (48%) in strong agreement that a hot breakfast can boost their mood.
Base: 489 consumers aged 18+
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

64. Consumers generally do not associate restaurants with fast, convenient breakfast options
Exhibit 56: Please indicate how much you agree with the following statements. (by gender, bottom two box = disagree and disagree completely)
% Overall
62%
38%
Key Finding: Nearly two-thirds of consumers (62%) say they do not get out of the house faster in the morning by buying breakfast at home, with males and females in near agreement. Additionally, one-third of consumers (33%) strongly disagree that it takes too long to stop and pick up breakfast, and two-fifths do not wish they had more time to eat breakfast at home. Males were more likely to disagree with both these statements than females.
33%
Base: 486 (get out faster), 499 (wish hard more time) and 522 (takes too long) consumers aged 18+
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

65. Few consumers say that they would be likely to visit full-service restaurants more often during the week if time was not an issue
Exhibit 57: Please indicate how much you agree or disagree with the following statements. (by country, top two box = agree and agree completely)
Key Finding: Just one in 10 consumers (10%) strongly agree that they would like to go to full-service restaurants more often during the week, but they don’t have time. Further, just 6% indicate that they would be more likely to visit these locations during the week if a 15-minute express breakfast option were offered. Younger consumers are more likely than older consumers to say that time deters them from visiting full-service restaurants for breakfast. More consumers aged 18–34 than 35+ agree that they don’t have the time to eat breakfast at FSRs during the week (14% and 8%, respectively) and would be more likely to visit these locations if they offered a 15-minute express breakfast (10% and 4%, respectively).
Base: around 500 (U.K.) and 1,500 (U.S.) consumers aged 18+, U.K. base varies as consumers were given eight attributes at random
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

66. Younger consumers show the most interest in visiting pubs for breakfast
Exhibit 58: I would like to see more pubs open for breakfast. (by age, top two box = agree and agree completely, bottom two box = disagree and disagree completely)
% Overall
11%
44%
Key Finding: Data indicates that pubs will want to approach breakfast service with caution. Only about one-tenth of consumers (11%) are in strong agreement that they would like to see more pubs open for breakfast. Interest in breakfast options at pubs skews to younger consumers. More than one-fifth of consumers aged 18–24 (22%) want to see more pubs serve breakfast, compared to just 6% of consumers aged 55+. On the other hand, more than two out of five consumers (44%) strongly disagree that they would like to see more pubs open for breakfast, with older consumers show the least interest in pub breakfast options.
Base: 500 consumers aged 18+
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

67. Most U.K. consumers think at-home breakfasts are faster and more convenient than away-from-home options
Exhibit 59: Please indicate how much you agree or disagree with the following statements. (by country, top two box = agree and agree completely)
Key Finding: More than half of consumers (55%) strongly agree that it is faster and more convenient to eat breakfast at home, rather than purchasing food from a restaurant or other foodservice location. More than two out of five consumers (43%) said that they think it is faster and more convenient to eat breakfast at home, rather than purchasing food from a restaurant or retail store prepared foods area. Nearly a fifth of consumers (17%) also think that takeaway breakfasts from home are faster than foodservice options.
Base: around 500 (U.K.) and 1,500 (U.S.) consumers aged 18+, U.K. base varies as consumers were given eight attributes at random
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

68. Finances do not play as strong a role in U. K
Finances do not play as strong a role in U.K. consumers’ at-home breakfast consumption as it does for U.S. consumers
Exhibit 60: Please indicate how much you agree or disagree with the following statements. (by country, top two box = agree and agree completely)
Key Finding: The exhibit shows that financial constraints may also play a part in why consumers eat breakfast at home. About one-third of consumers (34%) are in strong agreement that they eat breakfast at home to save money. This percentage is significantly higher for U.S. consumers, with about half (51%) saying that finances are the main reason they eat breakfast at home.
Base: around 475 (U.K.) and 1,500 (U.S.) consumers aged 18+, U.K. base varies as consumers were given eight attributes at random
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

69. Most consumers strongly disagree that purchasing breakfast away from home is more convenient than eating it at home
Exhibit 61: Please indicate how much you agree or disagree with the following statements. (Bottom two box = disagree and disagree completely)
68%
62%
Key Finding: More than three out five consumers report a bottom two box response (1 or 2 rating), disagreeing that they eat breakfast away from home to avoid preparing it themselves (68%) and that purchasing breakfast away from home is more convenient than eating it at home (62%). Further, half of consumers (50%) indicate that they do not mind preparing breakfast for themselves, reporting a bottom box response (1 or 2 rating). In addition, about two-fifths of consumers (41%) disagree that they only eat out for breakfast when there isn’t time to make it at home. A quarter of these consumers (25%) report a bottom box response, completely disagreeing that a lack of time is the only reason they purchase breakfast away from home.
41%
Base: 523 (don’t like to prepare), 507 (grabbing breakfast) and 501 (there isn’t time) consumers aged 18+
Bottom two box percentages may not equal cumulative percentages due to rounding
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

70. Although consumers are widely accepting of new flavours and ingredients in lunch and dinner fare, they prefer to stick to traditional flavours at breakfast
Exhibit 62: I would like to see more ethnic items and flavours offered at breakfast. (by country, top two box = agree and agree completely, bottom two box = disagree and disagree completely)
Key Finding: In Technomic’s U.K. Flavour Consumer Trend Report, about two-thirds of consumers (66%) reported that they like to try new flavours from time to time. Overall, just 9% of consumers chose a top two box response (5 or 6 rating) indicating that they agree or agree completely that they would like to see more ethnic items and flavours offered at breakfast. Nearly half of consumers (46%) are at the other end of the spectrum, saying that they disagree.
Base: 466 (U.K.) and 1,500 (U.S.) consumers aged 18+
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

71. A substantial percentage of consumers aged 25–34 say they would like to see more breakfast buffets offered at restaurants
Exhibit 63: I would like to see more restaurants offer breakfast buffets. (by age, top two box = agree and agree completely, bottom two box = disagree and disagree completely)
% Overall
18%
28%
Key Finding: Consumers report moderate demand for increased breakfast buffets at restaurants. Nearly a fifth of consumers (24%) are in strong agreement that they would like more restaurants to offer breakfast buffets. Consumers aged 25–34 indicate the highest demand for breakfast buffets at restaurants; nearly three out of 10 of these consumers (29%) report a top two box response (5 or 6 rating). On the other hand, nearly three out of 10 consumers (28%) disagree that they would like to see more restaurants offer breakfast buffets.
Base: 515 consumers aged 18+
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

72. Younger consumers are more likely to visit the same restaurant regardless of daypart, while older consumers are more likely to choose different locations at breakfast
Exhibit 64: If I eat breakfast outside the house, I generally get it from the same restaurant where I get my lunch or dinner. (by age, top two box = agree or agree completely, bottom two box = disagree or disagree completely)
Key Finding: Younger consumers are the most likely to report that the daypart has no impact on which restaurant they will visit, with the lowest percentage of consumers aged 18–34 reporting a bottom two box response (1 or 2 rating). This may mean that younger consumers are more likely than older consumers to try a variety of restaurants in general. However, three out of five consumers overall (60%) disagree, indicating that they visit different restaurants for breakfast than they do for lunch and dinner.
Base: 510 consumers aged 18+
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

73. Nearly a fifth of parents surveyed indicate that the preferences of their children impact their choice of which restaurant to visit at breakfast
Exhibit 65: My children influence where I eat away from home for breakfast. (Top two box = agree and agree completely)
% Overall = 18%
Key Finding: Eighteen percent of consumers surveyed living with children in their household are in strong agreement that their children influence where they purchase breakfast away from home. It is likely that children have a greater influence on where their parents decide to eat for breakfast. On the other hand, more than two in five consumers living with children 18 and under (46%) report a bottom two box response, saying that their children do not play a role in their decision. This is higher for consumers who have children aged 13–18 (55%) than those who have children 12 and under (45%).
Base: 111 consumers aged 18+ living with children 18 and younger
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

74. Many consumers, especially those aged 25–34, say it is too difficult to eat breakfast in transit with children
Exhibit 66: Please indicate how much you agree or disagree with the following statements. (by age, top two box = agree and agree completely)
% Overall
32%
Key Finding: Exhibit 66 shows that about a third of consumers (32%) think eating their breakfast while in transit is too difficult if children are involved. Consumers aged 25–34 (38%) are the most likely to agree that travelling with children makes eating in transit difficult. Few consumers (6%) think that eating breakfast in transit is easier than eating at home. Once again, consumers aged 25–34 are more likely to agree with this statement than consumers in any other age group. 6%
Base: 484 (too difficult) and 511 (it is easier) consumers aged 18+
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

75. A fifth of consumers say they often treat themselves to a big, traditional English breakfast on the weekend
Exhibit 67: I often treat myself to a big, traditional English breakfast away from home on the weekend. (by age and gender, top two box = agree or agree completely)
% Overall = 17%
Key Finding: About one out of six consumers surveyed (17%) say that on the weekend they enjoy treating themselves with a big, traditional English breakfast. More men (20%) than women (14%) strongly agree that they often treat themselves to a traditional English breakfast on Saturdays and Sundays. This sentiment is especially strong among males aged 25–34, with three out of 10 of these consumers (30%) in strong agreement that they often purchase traditional English breakfast away from home on the weekend.
Base: 478 consumers aged 18+
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

76. Consumers eat cereal, breads, rashers and eggs most often for at-home breakfasts
Exhibit 68: When you eat breakfast at home or eat breakfast that you brought from home either during the week or on the weekend, which of the following do you at at least occasionally?
Key Finding: Most consumers (58%) surveyed say they consume dry cereal at least occasionally at home. More than a third of consumers (37%) also report that they eat porridge or hot cereal for breakfast at least once every 90 days. Many consumers also say that they prefer to eat several other breakfast items that require little to no preparation and cleanup, including toast or other types of bread (53%), fruit (26%), yoghurt (19%) and crumpets (18%). This indicates that time and convenience are two important considerations for at-home breakfasts.
Base: 990 consumers aged 18+ who eat breakfast at home or bring breakfast from home at least occasionally

77. Tea is consumers’ leading beverage of choice for at-home breakfasts
Exhibit 69: When you eat breakfast at home or eat breakfast that you brought from home either during the week or on the weekend, which of the following do you drink at least occasionally?
Key Finding: Most consumers who eat breakfast at home (57%) drink tea once every 90 days or more often on these occasions. Nearly half of consumers (47%) also drink coffee occasionally for breakfast at home. Beyond coffee and tea, consumers also drink many cold beverages for at-home breakfast occasions. Orange juice (39%), water (19%), apple juice (18%), milk (16%) and other types of juice (12%) are the top five cold beverages consumers drink with breakfast at home.
Base: 990 consumers aged 18+ who eat breakfast from home or bring breakfast from home at least occasionally

78. Consumer data shows that breakfast sandwiches/butties are eaten most often for away-from-home weekday breakfasts
Exhibit 70: When you eat breakfast that you purchase away from home during the week, which of the following do you eat at least occasionally?
Key Finding: More than two-fifths of consumers polled (43%) say that they purchase toast or other types of bread for breakfast away from home during the week occasionally. More than one-third of consumers (35%) purchase breakfast sandwiches or butties once every 90 days, and about a quarter (26%) purchase breakfast pastries, such as Danish. About two-fifths of consumers eat bacon/rashers (41%) at breakfast away from home during the week, and roughly a third of consumers report that they eat egg dishes (37%) traditional English breakfast (34%), sausages (33%) and baked beans (22%) during these occasions.
Base: 263 consumers aged 18+ who eat breakfast away from home during the week at least occasionally

79. Coffee, tea and orange juice are the top three beverages for away-from-home weekday breakfast occasions
Exhibit 71: When you eat breakfast that you purchase away from home during the week, which of the following do you drink at least occasionally?
Key Finding: Consumers purchasing breakfast away-from-home on weekdays are highly likely to purchase coffee; most respondents (57%) indicate that they will order coffee occasionally on these restaurant visits. Tea is consumers’ second most preferred beverage on these occasions, with more than half of respondents (51%) reporting that they purchase tea occasionally.
Base: 263 consumers aged 18+ who eat breakfast away from home during the week at least occasionally

80. Consumers prefer traditional, hot breakfast foods, such as eggs, rashers and traditional English breakfasts, for away-from-home weekend breakfast occasions
Exhibit 72: When you eat breakfast that you purchase away from home on the weekend, which of the following do you eat at least occasionally?
Key Finding: Consumers indicate that they like to eat classic hot breakfast foods when they visit restaurants on the weekend. More than two out of five consumers report that when purchasing breakfast away from home on the weekend, they order eggs (47%), bacon/rashers (45%) and a traditional English breakfast (42%). More than a third of consumers (36%) purchase breakfast sandwiches or butties occasionally for away-from-home breakfast occasions during the weekend. Breakfast sandwiches are preferred more often for away-from-home breakfast occasions.
Base: 222 consumers aged 18+ who eat breakfast away from home on the weekend at least occasionally

81. While tea leads all other beverages measured for at-home breakfasts, coffee is top of mind for away-from-home breakfasts both during the week and on the weekend
Exhibit 73: When you eat breakfast that you purchase away from home on the weekend, which of the following do you drink at least occasionally?
Key Finding: Coffee is the leading beverage choice for consumers when eating breakfast away-from-home during the weekend. Nearly three-fifths of consumers (58%) say that they purchase coffee on these occasions at least once every three months. Additionally, half of consumers (50%) report that they purchase tea for these occasions. Orange juice maintains its spot in the top three, with 41% of consumers indicating that they occasionally order orange juice with their meal when dining out for breakfast on the weekend. About one out of six consumers report that during away-from-home weekend breakfast occasions, they frequently pair their meal with apple juice (18%) or hot chocolate (16%).
Base: 222 consumers aged 18+ who eat breakfast away from home on the weekend at least occasionally

82. Exhibit 74: Breakfast Foods by Occasion
Consumers say rashers are the most appealing breakfast food across occasions
Exhibit 74: Breakfast Foods by Occasion
Key Finding: Exhibit 74, using a perceptual mapping technique, provides a visual representation of the previous six exhibits in order to show consumer associations between leading breakfast foods and beverages and breakfast occasions. The map shows which breakfast foods or beverages are associated with different dining occasions. Many of the same foods are consumed for away-from-home weekday and weekend occasions. For instance, hash browns/potatoes and breakfast sandwiches or butties are plotted very close to away-from-home weekday occasions, while a traditional English breakfast, baked beans, tomatoes and mushrooms have a stronger association with breakfast on the weekend.
Base: 1,000 consumers aged 18+

83. Exhibit 75: Breakfast Beverages by Occasion
Most of the top 15 beverages are associated with all breakfast occasions; however, tea, water and milk are seen as common beverages for at-home breakfasts
Exhibit 75: Breakfast Beverages by Occasion
Key Finding: Technomic also created a perceptual map to illustrate which beverages consumers associate with each breakfast occasion. The majority of beverages are plotted in between all three occasions, indicating that there is some degree of association of all beverages to both at-home and away-from-home breakfast occasions. Apple, orange and grapefruit juice are three of these beverages, indicating that they are consumed at a similar rate for all occasions. Coffee is also near the middle of the map, signalling its popularity across all occasions. However, cold, iced or blended coffee shows a much stronger association with away-from-home weekend occasions. Hot chocolate, smoothies or shakes and soft drinks are also plotted near weekend occasions, signalling that consumers strongly associate these beverages with eating breakfast away from home on the weekend.
Base: 1,000 consumers aged 18+

84. Many consumers prefer traditional breakfast butty builds that include a bap, roll or bun, bacon or rashers, Cheddar cheese and fried eggs
Exhibit 76: When you eat a breakfast sandwich, butty or wrap, which of the following do you prefer? Select one for each type of ingredient.
Key Finding: Consumers cite a bap, roll or bun as their preferred bread for breakfast sandwiches, with more than one-fifth of respondents who eat breakfast sandwiches occasionally (22%) selecting this option as their favourite. For breakfast meat, consumers clearly prefer bacon or rashers; more than two-fifths of consumers (45%) say that this is their favourite protein for breakfast butties, and 13% prefer Danish bacon. More than two out of five consumers (42%) cite Cheddar cheese as their preferred variety. Fried eggs are consumers’ preferred variety of eggs for breakfast sandwiches, with roughly one-fifth of consumers reporting fried eggs that are runny (24%) and fried eggs that are not runny (17%) as their top preference.
Base: 282 consumers aged 18+ who eat breakfast sandwiches occasionally

85. Breakfast sandwich and butty offerings can drive traffic, particularly among consumers aged 25–34
Exhibit 77: I am more likely to visit limited-service restaurants for breakfast if they offer breakfast sandwiches, butties or wraps (by age and gender, top two box = agree and agree completely)
% Overall = 24%
Key Finding: A quarter of consumers (24%) strongly agree that they would be more likely to visit a limited-service restaurant for breakfast if these items were available. Consumers between the ages of 25 and 34 are the most likely to opt for a specific restaurant based on breakfast-sandwich offerings. Half of males aged 25–34 (50%) strongly agree that such options would make them more likely to visit a certain restaurant, and 31% of females in this age group say the same.
Base: 279 consumers aged 18+ who purchase breakfast at limited-service restaurants
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

86. Fried and scrambled are consumers’ top preparation method for eggs
Exhibit 78: Which of the following types of eggs or egg substitutes would you consider purchasing at a restaurant or retail store? Select all that apply. (by gender)
% Overall
69%
65%
50%
43%
Key Finding: More than two-third of consumers (69%) indicate that they prefer fried eggs. Scrambled eggs are consumers’ second most preferred variety of eggs, with 65% reporting that they would purchase this variety of eggs for breakfast away-from-home. Omelettes round out the top three preparation methods for eggs. Half of consumers who eat eggs occasionally (50%) selected the option as one they would consider purchasing at a restaurant or retail store. Beyond the top three varieties, more than two-fifths of consumers say that they would consider purchasing regular (43%), poached (42%) and boiled (42%) eggs.
42%
42%
Base: 505 consumers aged 18+ who eat eggs at least occasionally

87. Many, particularly younger consumers see eggs as part of a healthy diet
Exhibit 79: Eating eggs is good for my health. (by age and gender, top two box = agree and agree completely)
% Overall = 35%
Key Finding: More than one-third of consumers (35%) believe eating eggs is good for their health. These consumers may consider eggs healthy because they are high in protein and contain healthy fats. Overall, women and men are equally as likely to hold this belief, with just slightly more women (36%) than men (34%) in strong agreement that they think eggs are healthy. However, when breaking out males and females by age, significant differences were observed. Males aged 18–44 are much more likely than females of the same age to consider eggs healthy. However, more females (37%) than males (28%) aged 45+ believe that eating eggs is good for their health.
Base: 536 consumers aged 18+
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

88. Consumers express a stronger interest in meat substitutes for bacon or rashers than for sausage or ham. Turkey-based options are preferred for bacon
Exhibit 80: Which of the following types of breakfast meats would you consider purchasing at a restaurant or retail store? Select all that apply. (by gender)
% Overall
25%
18%
17%
16%
Key Finding: Consumers seem to prefer turkey-based breakfast meats, such as turkey bacon, turkey sausage and turkey ham, over chicken-based meats. For bacon or rashers and sausage, consumers show a greater interest in turkey-based substitutes. A quarter of consumers (25%) say they would consider ordering turkey bacon and rashers when eating breakfast away from home. Interest in turkey bacon was especially high among males (29%, compared to 20% for females). Additionally, more than one out of 10 consumers report that they would consider ordering turkey-based sausage and ham or gammon (17% and 12%, respectively).
12%
12%
Base: 498 consumers aged 18+ who eat bacon, sausage or ham at breakfast
*63% reported none of the above

89. Bananas lead all other fruits for breakfast by a wide margin and are favoured by more females than males
Exhibit 81: Which types of fruit do you eat for breakfast at least occasionally? Select all that apply. (by gender)
% Overall
72%
48%
38%
29%
25%
24%
Key Finding: Consumers who eat fruit for breakfast prefer bananas more than any other variety. More than seven out of 10 of these consumers (72%) indicate that bananas are their favourite fruit to eat for breakfast. Significantly more females (78%) than males (63%) favour bananas as breakfast food. Nearly half of consumers (48%) say that they eat apples for breakfast at least occasionally. Rounding out the top three types of fruit are oranges, with more than a third of respondents (38%) reporting that they eat oranges for breakfast occasionally.
20%
19%
16%
Base: 280 consumers aged 18+ who eat fruit for breakfast at least occasionally

90. Although younger consumers are more likely to favour whole and chocolate milk, semi-skimmed milk is consumers’ most preferred milk variety overall
Exhibit 82: Which types of milk do you drink for breakfast at least occasionally? Select all that apply. (by gender)
% Overall
56%
34%
22%
16%
Key Finding: Nearly six out of 10 of these consumers (56%) indicate a preference for semi-skimmed milk. About a third of consumers are also open to purchasing whole milk (34%), and two out of 10 enjoy skim milk (22%). Whole and chocolate milk are more strongly favoured among consumers aged 18–34. Nearly half of these younger consumers (47%) say they consume whole milk at breakfast, while over a quarter (26%) report they drink chocolate milk at breakfast. 9% 6% 3% NA
Base: 172 consumers aged 18+ who drink milk with breakfast at least occasionally

91. At breakfast, consumers widely prefer fresh-brewed, caffeinated hot tea
Exhibit 83: Which types of tea do you drink at breakfast at least occasionally? Select all that apply. (by gender)
% Overall
69%
48%
34%
13%
10%
Key Finding: Seven out of ten consumers (69%) polled who drink tea with breakfast indicate a preference for hot tea, and nearly half prefer caffeinated tea (48%). More females say they drink fruit tea (14% of women, compared to 5% of men) and decaffeinated tea (12% of women, compared to 8% of men) in the morning. Males are much more likely to choose fresh-brewed tea, however; two-fifths of males (42%) select fresh-brewed tea, while only 27% females choose the same.
10% 7%
Base: 590 consumers aged 18+ who drink tea with breakfast at least occasionally

92. Decaffeinated, flavoured and specialty coffee are preferred by more females
Exhibit 84: Which types of coffee do you consume at breakfast at least occasionally? Select all that apply. (by gender)
% Overall
78%
62%
24%
22%
Key Finding: More than three-quarters of consumers (78%) who drink coffee at breakfast say that they prefer regular, caffeinated coffee to accompany their meal. Beyond that, more than three out of five consumers (62%) who drink coffee with breakfast also prefer hot coffee over other varieties. Nearly a tenth of females (8%), compared to just 1% of males, drink flavoured coffees such as vanilla or hazelnut varieties with breakfast at least occasionally. A similar pattern emerges for speciality coffees, such as cappuccinos or lattes, and for decaffeinated coffee beverages. More than a quarter of women (27%), compared to just 18% of men, express a preference for specialty options.
16% 4% 4%
Base: 508 consumers aged 18+ who drink coffee with breakfast at least occasionally

93. Free coffee refills can significantly strengthen the value proposition for consumers
Exhibit 85: Please indicate how much you agree or disagree with the following statements regarding coffee. (by age, top two box = agree and agree completely)
% Overall
37%
Key Finding: Many coffee consumers say they prefer restaurants or retail outlets that offer free coffee refills; nearly two-fifths of consumers who drink coffee with breakfast (37%) indicate a preference for establishments that provide free coffee refills. Interest was especially pronounced among consumers aged 18 to 24 with about half (46%) expressing this preference. When it comes to additives, such as cream and sugar, the vast majority of consumers seem to prefer to customise their own coffee beverage rather than have the server do it. In fact, just 17% of consumers surveyed report that they prefer the server to add cream and sugar for them.
17%
Base: 503 consumers aged 18+ who drink coffee with breakfast at least occasionally
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

94. Coffee prices play a stronger role in the purchasing decision of younger consumers
Exhibit 86: The price of coffee influences my purchasing decision. (by age, top two box = agree and agree completely)
42%
51%
30%
35%
Key Finding: Survey results indicate that the price of coffee is an important factor in where coffee is purchased, as one third of consumers (32%) say the price of coffee influences their decision. Consumers aged 18–34 indicate that they are especially influenced by the price of coffee. Nearly half of consumers in this age group (48%) indicate that cost impacts their purchasing decision. Coffee price points play the strongest role for those aged 25–34. More than half of these consumers (51%) indicate that price influences their decision.
22%
Base: 503 consumers aged 18+ who drink coffee with breakfast at least occasionally
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

95. Younger consumers are significantly more interested in purchasing organically grown and fair-trade coffee
Exhibit 87: Please indicate how much you agree with the following statements regarding coffee. (by age, top two box = agree and agree completely)
% Overall
18%
11%
Key Finding: Nearly a fifth of consumers (18%) who drink coffee report that they prefer to purchase fair-trade coffee. These beliefs were most pronounced among consumers aged 18–34, with more than a quarter of these consumers (28%) indicating a preference for fair-trade coffee, compared to just 15% of all other consumers. Although just 11% of consumers overall report that they prefer to purchase organic coffee for breakfast, more than a fifth of consumers aged 18–34 (23%) indicate an interest.
Base: 503 consumers aged 18+ who drink coffee with breakfast at least occasionally
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

96. Consumers report a significant level of interest in “premium” coffee beverages
Exhibit 88: I prefer to purchase my coffee from establishments that offer “premium” coffee. (by age and gender, top two box = agree and agree completely)
% Overall = 25%
Key Finding: In spite of the economic climate, consumers report interest in premium coffee; a quarter of consumers (25%) express a preference for these options. Consumers aged 25–34 express the highest level of interest in premium coffee, with almost two-fifths (39%) of these consumers saying they prefer to purchase their coffee from establishments that offer “premium” coffee. Interest in premium options is highest among males aged 25–34. More than two out of five men in this age group (44%) express a preference for premium coffee options.
Base: 503 consumers aged 18+ who drink coffee with breakfast at least occasionally
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

97. Most consumers purchase coffee from a variety of locations, but younger consumers report the highest degree of loyalty to specific coffee brands
Exhibit 89: I am loyal to a coffee brand or restaurant that serves my preferred coffee. (by age, top two box= agree and agree completely, bottom two box = disagree and disagree completely)
% Overall
19%
31%
Key Finding: Some consumers indicate that they are selective about what type of coffee they choose to purchase, with about a fifth of consumers (19%) reporting that they are loyal to a specific brand of coffee. However, for the most part, consumers seem to enjoy a range of brands. In fact, 31% of consumers strongly disagree that they are loyal to a specific brand. Consumers aged 25–34 are particularly loyal when it comes to their preferred coffee brand. Three out of 10 of these consumers (31%) indicate that they stick with their preferred type of coffee.
Base: 503 consumers aged 18+ who drink coffee with breakfast at least occasionally
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

98. More than one in four consumers aged 18–24 say that their coffee comes first, and that they purchase food wherever they purchase coffee
Exhibit 90: Breakfast food comes secondary to my coffee—I just buy food wherever I get my preferred coffee. (by age, top two box = agree and agree completely, bottom two box = disagree and disagree completely)
% Overall
11%
46%
Key Finding: Three out of 10 consumers aged 18–24 (27%) and a fifth of those aged 25 to 34 (18%) agree that they purchase food wherever they get their coffee. On the whole, however, most consumers place a greater importance on food options at restaurants. In fact, nearly half of consumers (46%) disagree that breakfast food comes secondary to their coffee.
Base: 503 consumers aged 18+ who drink coffee with breakfast at least occasionally
Respondents indicated their opinion on a scale of 1–6 where 6 = agree completely and 1 = disagree completely

99. Among leading chains, consumers are most likely to visit limited-service restaurants such as McDonald’s, Greggs and Costa Coffee for breakfast
Exhibit 91: From which of the following restaurants do you purchase breakfast food or beverage at least occasionally (about every 90 days or more often)? Select all that apply.
Key Finding: Three out of 10 consumers (27%) visit McDonald’s for breakfast at least once every 90 days. Nearly one-fifth of consumers visit Greggs (19%) and Costa Coffee (16%), while only one in 10 consumers (13%) choose full-service dining at Wetherspoon for breakfast. However, patronage was only measured for leading chains, and nearly half of consumers (46%) say they do not visit the options Technomic listed.
Base: 1,000 consumers aged 18+
46% of consumers reported “none of the above”

100. Consumers are much more likely to purchase breakfast food or beverages from supermarket or department-store restaurants or cafés than restaurants
Exhibit 92: From which of the following retail locations do you purchase readymade breakfast food or beverage at least occasionally? Select all that apply.
Key Finding: Consumers indicate that supermarket and/or department-store restaurants or cafés are the most popular locations to purchase breakfast. Six out of 10 consumers (58%) report that they purchase breakfast from Tesco at least once every 90 days. More than a third purchase breakfast at Asda (38%) and Sainsbury’s (37%) at least occasionally.
Base: 156 consumers aged 18+ who purchase breakfast from a convenience store, news agent or petrol station or a department/supermarket restaurant or café at least occasionally
16% of consumers reported “none of the above”

101. Outlook: Trends to Watch

102. Outlook: Trends to Watch
Technomic’s consumer and menu research, including mining of secondary data, has identified several trends that continue to define what consumers prefer for breakfast.
Pubs Entering the Breakfast Daypart—The longstanding format of the traditional English pub is getting an update through the promotion of breakfast main courses and coffee on the menu.
Health-Halo Foods: Local, Free-Range and Organic—Ingredients that carry a “health halo” attribute, such as local, free-range and organic, can help position breakfast foods as higher in quality and a “better-for-you” meal choice for many consumers.
Expanded Breakfast Programs—Major chains are expanding and revamping existing breakfast menus throughout the U.K. market, while new players are debuting morning offerings in an effort to get in on the trend.

103. Glossary of Foodservice Terminology

104. Glossary of Foodservice Terminology
This comprehensive glossary of U.S. foodservice industry terminology is designed to define and clarify frequently used terms for U.K. readers. This glossary includes definitions of the various restaurant and retail categories as well as other terms used in Technomic’s consumer trend reports.
Away from Home (AFH): Refers to occasions occurring outside of the home or food that is prepared and purchased at restaurants or other foodservice locations.
At Home (AH): Refers to occasions occurring inside of the home or food that is prepared at home.
Casual Dining Restaurant (CDR): A sub segment of Full Service. Establishments have table service, full bar service and focus on the lunch and dinner day parts. Check average generally £10-£ Examples include Vintage Inns, Ember Inns and Frankie and Benny’s.
Chain Restaurant: Foodservice outlets with several units that share a brand and central management, and usually have standardised business methods and practices.
Convenience Stores (C-Stores): A small store or shop that may sell items such as lottery tickets, cigarettes and retail and foodservice food and beverage. Foodservice in convenience stores includes ready to eat or ready to heat prepared food items such as hot dogs and sandwiches. Prepared beverages typically include fresh-brewed coffee and dispensed soft drinks and coffee beverages. Because many convenience stores also sell gasoline and these stores are sometimes referred to or grouped with gas stations. Similar to news agents/petrol stations in the U.K.
Convenient Meal Solutions (CMS): Commercially prepared meals and components that reduce/eliminate the need for preparation. Includes Home Meal Replacements (HMR) and Retail Meal Solutions (RMS).
Supermarket: Retail store offering a full line of groceries, meat and produce.
Daypart: Refers to the meal occasion—generally breakfast, lunch or dinner.

105. Glossary of Foodservice Terminology (cont.)
Family Style: Family style cuisine has menu diversity with many options for traditional vs. contemporary dishes, various protein and non-protein meal solutions and full course offerings (starters, soups, salads, main courses, and dessert) creates menu options. Commonly, they offer breakfast, lunch and dinner and many now offer late-night and even 24-hour service. Restaurants specialising in Family Style cuisines are typically Mid Scale restaurants, a sub segment of Full Service and are often called Family Style restaurants.
Fast-Casual Restaurants (FCR): A sub segment of Limited Service that can include several types of restaurants (sandwich, etc.). Establishments with a limited-service or self-service format; check averages generally above £8, food prepared to order, fresh (or perceived as fresh) ingredients, innovative food suited to sophisticated tastes, and upscale or highly developed interior design. Alcohol may be served. Examples include Nando’s and Prêt a Manger.
Fine Dining Restaurant: A sub segment of Full Service. Establishments have a dinner emphasis and check averages over £40. Examples include Nobu.
Foodservice Industry: Includes all establishments, types of businesses and services that prepare and generally serve food, meals, snacks and beverages away from home.
Full Service Restaurants (FSRs): Establishments with a relatively broad menu along with table-, counter-, and/or booth service and a wait staff. These establishments offer meals and snacks for immediate consumption primarily on-premise, though they may also offer takeout service. This segment is composed of midscale and casual-dining restaurants, a newer upscale-casual sub segment and fine-dining concepts.
Grab and go: Foodservice options offered at restaurants or retail stores that are ready-to-heat or ready-to-eat.
Home Meal Replacement (HMR): A subcategory of Convenient Meal Solutions (CMS), including only those dinner day part foods which are prepared away from home and consumed at home. This would include options offered at retail stores and restaurants.

106. Glossary of Foodservice Terminology (cont.)
Limited Service Restaurant (LSR): Establishments whose patrons generally order or select items and pay before eating, with check averages generally £4.25–£12. Food and drink may be consumed on-premise, taken out, or delivered to customers’ locations. This segment consists of traditional and quick-service operations, the fast-casual sub segment, and cafeterias/buffets.
Limited Time Only (LTO): Seasonal or special menu items offered that are not part of the permanent menu.
Meal Part: Refers to the different parts of a meal or sections of a menu such as starter, main course, beverage, etc.
Mid-Scale Restaurant (MSR): A sub segment of Full Service. Typically offers table service but limited/no alcohol service and often serves family-style cuisine.
Next 250 Chains (U.S.): Top chain restaurants in the most recent time period determined by revenue.
Non Traditional Locations: “Non traditional locations” is the term used to refer to units of restaurant chains placed at locations that are not separate eating place establishments. This includes units located in a host establishment such as a hospital, college, school, etc. Often non traditional units take the form of a kiosk, cart or other modified form of the “standard” chain unit.
Pubs (PUB): A sub segment of Full Service. Establishments offer a strong alcohol focus; moderate check averages without alcohol generally £7.50-£12. Examples include Wetherspoon, Greene King.
Quick Service Restaurants (QSR): Establishments that offer a relatively limited menu of prepared foods or beverages for consumption on or off-premise where additional preparation is not necessary. Patrons generally order or select items and pay before eating. A sub-set of LSR, average check is under £4.50. Examples include McDonald’s, KFC.
Retailer Meal Solutions (RMS): Ready-to-eat or ready-to-heat food products found in a retail store. Key categories include sandwiches/wraps, value-added meats, starters, prepared main course, prepared salads, sauces, pizza, pasta, dips, soups, spreads and sweet goods. Hot and cold dispensed beverages also fall under our definition of retailer meal solutions; frozen prepared foods do not.

107. Glossary of Foodservice Terminology (cont.)
Supermarket Foodservice: Fully prepared foods/beverage products usually for immediate consumption sold through in-store supermarket delis and food bars, and from restaurants located within supermarkets. Supermarket Deli foodservice encompasses all prepared, ready-to-eat (ready-to-drink) products from the deli department but excludes bulk or unfinished items, e.g., meats, cheeses, assembled but uncooked pizzas. The types of deli products classified as foodservice include: beverages, desserts, fresh salads, fried/BBQ chicken, BBQ ribs, hot prepared main courses, sandwiches, yoghurt, tacos, soup and other self-service bars, etc.” Additionally, restaurants, food bars and kiosks operating within the store are classified as supermarket foodservice.
Top 250 Chains (U.S.)—The Top 250 U.S. chain restaurants in the most recent time period determined by revenue.
Top 150 Chains (U.K.)—The Top 150 U.K. chain restaurants in the most recent time period determined by revenue.
Top 500 Chains (U.S.)—The Top 500 U.S. chain restaurants in the most recent time period determined by revenue.
Top Independents—Top 100 independent (non-chain) restaurants in the most recent time period, as determined by revenue.
Varied Menu: A sub segment of Full Service. Establishments feature a broad-based menu of trendy items that are pulled from a variety of cuisines. Examples include Vintage Inns, Ember Inns.
Warehouse Store: Low-margin grocery store offering reduced variety, lower service levels, minimal décor, and a streamlined merchandising presentation along with aggressive pricing.
Wholesale Club: Membership retail/wholesale hybrid with a varied selection and limited variety of products presented in a warehouse-type atmosphere. These 90,000+ square-foot stores sell products in either large or bulk quantities, including grocery items such as bottled water, fruit, sauces and seasonings. Examples include Costco and Tesco Extra.

108. Consumer Demographics

109. Age
Exhibit E-1
Base: 1,000 consumers aged 18+

110. Gender
Exhibit E-2
Base: 1,000 consumers aged 18+

111. Ethnicity
Exhibit E-3
Base: 1,000 consumers aged 18+

112. Region Exhibit E-4 Base: 1,000 Consumers aged 18+
Totals do not equal 100% due to rounding

113. Income
Exhibit E-5
Base: 1,000 consumers aged 18+