Bonnie Rigg of The NPD group stated yesterday that: “breakfast accounted for nearly 60 percent of the restaurant industry’s traffic growth over the past five years” Wawa one of the leading grocerant fresh prepared food leaders in the convenience store sectors is another company that has focused on the AM daypart to drive sales while building customer frequency and loyalty.
According to NPD’s soon-to-be-released "The Future of Foodservice," Annual servings per capita of breakfast sandwiches at foodservice are forecasted to jump from 11 in 2004 to 14 in 2019. " NPD’s Rigg stated. "Currently only one out of ten breakfast opportunities is satisfied by foodservice, and there are more breakfasts skipped than served in restaurants, all of which means that breakfast is a significant growth opportunity for the foodservice industry."
Whole Foods, Central Market, Metropolitan Market, Kroger at some locations are all entering the breakfast daypart. They all have a way to go to keep pace with the success of SuperMax, Wawa and Sheetz. The opportunity for daypart success begins with the AM daypart.
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