The evolving
face of retail foodservice continues pointing to the success of the grocerant
niche filled with ready-2-eat and heat-N-eat fresh prepared food. In the NPD Group chart above you can see that
breakfast sandwiches outrank coffee. That is the time that has ever happened
since NPD began the tracking it in 1985.
In the case
of the breakfast sandwich it is one step back and ten forward. Harry Balzer
NPD’s noted researcher and international presenter said “ “The beauty of the
breakfast sandwich is that you can get that 1950’s breakfast of eggs, toast,
cheese and meat all in one and you can walk out the door if you want to.
One of the drives is Portability one of
Foodservice Solutions 5P’s of food marketing. It is a driver because Americans
are eating more breakfast meals in their cars than ever before according to
Balzer, and author of the annual Eating
Patterns in America.
Blazer
said that “For breakfast we focus so much on coffee, which was always number
one, but what has really changed in the America’s eating habits is the
breakfast sandwich. When eating out, breakfast sandwiches now rank higher than
coffee!”.
Here
are some numbers from Balzer report “People are getting their sandwiches on the
go, rather than making them at home. For the year ending November, 2012, 46
percent of all breakfasts (excludes morning snacks….just breakfast) ordered at
a restaurant include a sandwich. That number includes breakfast sandwiches, 34
percent, breakfast wraps, seven percent and burgers/other sandwiches, four
percent. By comparison, 42 percent of all breakfast meals ordered at
restaurants include coffee. The importance of the breakfast sandwich continues
to grow. It is the fastest growing item at restaurants for breakfast. In 1989,
23 percent of all breakfasts ordered from a restaurant included a breakfast
sandwich (this includes traditional sandwiches ordered for breakfast). By
comparison, coffee is shrinking as a share of breakfast; 51 percent of
breakfasts purchased at restaurants in 1989 included coffee.
I
recommend that if you like this you should purchase a copy of the full report
by contacting kim.mclynn@npd.com. If
success does leave clues others edifying Foodservice Solutions findings is one
of them.
Interested in learning how the 5P’s of
Food Marketing can edify your retail food brand while creating a platform for
consumer convenient meal participation, differentiation
and individualization contact us via Email us at: grocerant@q.com or visit Facebook.com/Steven Johnson,
Linkedin.com/in/grocerant or twitter.com/grocerant
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