Thursday, September 19, 2013

Breakfast Finding Success in All Channels

Ready-2-Eat and Heat-N-Eat Fresh and prepared food aka grocerant niche food is evolving faster than many legacy food potentates would like you to believe. Breakfast entrée’s and beverages have been driving top line sales and bottom line profits within the QSR, Convenience store, and Grocery sectors consistently the past three years. 

While many dismiss the viability of fresh prepared Ready-2-Eat breakfast within the grocery sector we know better. Companies the ilk of Metropolitan Market, SuperMax and Hy-Vee all have had success in breakfast.  In fact we tracked over 200 customers at one SuperMax location this year in one hour between 6AM and 9AM and regularly average 100+ per hour.  Breakfast can be an AM Day-Part Driver.  

Hy-Vee has been serving breakfast for over 35+ years.  Regular readers of this blog know breakfast is nothing new to any of these sectors.  What is new is consumers are increasing frequency of purchase of breakfast in each of these sectors and more and more within c-stores and grocery stores.
In the case of Hy-Vee Brooke Barnes, director of restaurant development at Hy-Vee said:
Advertisement“Breakfast has been a significant piece of our business model for years, and we have a solid reputation for both quality and value in the customers’ minds,… This long-lasting breakfast offering means Hy-Vee’s breakfast is already part of consumers’ routines.”

Barns continued “We have a full sit-down area, but of course people can take it to go if they prefer.” The Hy-Vee  breakfast menu, is typical with standard items like eggs, hash browns, French toast, omelets, breakfast burritos, breakfast sandwiches and skillets, are priced for value from $2 to $7.99. Barns stated that “The most popular breakfast items would be the breakfast traditional of two eggs, cooked to order, golden hash browns, and choice of meat — bacon, sausage patties or links — and toast.” 

Hy-Vee is evolving with the times Barnes said: “We’ve stayed with the traditional offerings, but in recent years we kept our focus on quality while adding a variety of things such as breakfast sandwiches — the Texas 2-Hand and the Breakfast Deli Stack — and all the way to adding larger breakfast items such as our skillet breakfast, our Hy-Five [pancakes, eggs, bacon, sausage and hash browns] and larger omelets.”

Non-traditional fresh food convenience stores have had breakfast for years as well.  When I went to school I had breakfast at Wawa daily. I can state Wawa had more customers in the AM day-part than the local McDonalds.  In fact Wawa at times had 30 cars in the parking lot to two in the drive thru at McDonalds.  Breakfast and coffee can be huge in the C-store sector.

Today C-stores are not sitting still either, evolving new product offerings with the consumer 7 Eleven has breakfast empanada bites and Wawa has breakfast quesadillas. Success does leave clues and Ready-2-Eat and Heat-N-Eat fresh prepared food for Breakfast is your clue for today.  

Visit If you are interested in learning how the 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization.

Since 1991 Foodservice Solutions® has been the leader in the grocerant niche.  Contact us via Email at: Johnson, or

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