Taco Bell, McDonalds and Burger King battle 7 Eleven, Wawa and Sheetz for breakfast customers.



Restaurants and Convenience stores are fighting over breakfast while grocery stores watch. Ready-2-eat and heat-N-eat grocerant niche food is driving top line sales growth in every sector of retail foodservice today. While across the board grocerant niche success can be found. The real white space can be found in the AM day-part aka breakfast. Chain restaurants from Taco Bell, McDonalds and Burger King have all launched new items and Wawa, Sheetz and 7 Eleven are also focusing on breakfast to drive sales in 2012.


In a nationwide survey conducted by StrategyOne its findings affirmed that fewer than 48% of consumers eat breakfast. In-addition they found:

1. Sixty-one percent of American adults believe breakfast to be the most important meal of the day, yet only 48 percent eat breakfast every morning.

2. Researchers found breakfast skipping to be more common in major southern cities, with Dallas-Fort Worth (54 percent) and Houston (60 percent) residents forgoing breakfast most frequently.

3. New Yorkers (69 percent) and Los Angelenos (66 percent) suffer the most from morning energy drain, while residents of Washington, D.C. (44 percent) and Boston (46 percent) are the least likely to be sluggish in the morning.

4. 53 percent of men feeling more productive after breakfast vs. 44 percent of women. Almost two in three Americans admit to having low levels of energy in the morning, with 57 percent looking to breakfast to help provide fuel for their morning.

While the breakfast day-part is filled with opportunity and provides a platform for proactive brand positioning for all food retailers grocery stores seem unprepared to address this new found white space. Convenience stores are bundling product with price to drive market share gains.

Outside eyes can deliver top line sales and bottom line profits. Foodservice Solutions® can complete a grocerant program assessment, brand, product placement or assist with new product positioning. Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant.