Breakfast is a daypart that has certainly seen its ups and downs in recent years, but demand is up these days, with 42 per cent of operators extending their breakfast hours to accommodate increased traffic. 84 per cent of operators believe customers want to be able to order breakfast items outside of normal breakfast hours, so this trend will likely continue as traffic increases.
Creating an interesting breakfast menu with high perceived customer value seems to be the secret to making restaurant breakfasts a success.
Value matters
Today’s diners are very cost-sensitive, ensuring they get value for their spending. In 2024, the average price of an egg sandwich rose about 19 per cent, and operators confirm that breakfast is even more value-focused than it was two years ago. Even as commuting traffic continues to increase, many morning customers are stopping at their favourite restaurants less, 49 per cent say it’s because they are preparing more food at home, and 44 per cent attribute it to having less disposable income.
Operators need to entice customers with LTOs, seasonal features, and combo deals to add value and excitement to the breakfast menu.
Menu trends
Staying trendy can help operators garner attention, attract a new clientele, and re-interest their regulars. Here are a few of the trends restaurateurs may want to add to the breakfast menu:
Meatless meals. As healthy diets continue to be on diners’ minds, consider adding a few plant-based options to capture the attention of vegetarians, vegans, and flexitarians.
Bring on the bowls. Bowls have become more popular in recent years for all dayparts, but breakfast lends itself to sweet or savoury versions, making it an interesting addition to the menu.
Small and scrumptious. With grazing boards gaining momentum, small-sized sampler platters are a trendy menu item. Fill a board with a few small treats, and you can rotate the weekly – or daily – to use up ingredients and keep the selection fresh.
Go globetrotting. The global inspiration has also hit breakfast, including elevated egg sandwiches, along with global specialties like Middle Eastern shakshuka and Korean toast sandwiches.
On the grind. While many people still order plain hot coffee ( 31 per cent), cold coffee drink demand has risen 45 per cent since January. Consider coffee LTOs to test out what gets the most attention before you commit new items to the menu.
Worker bees. Many breakfast stops happen on the way to work, so offering grab-and-go options could help raise your margins. Consider adding items like breakfast burritos, oatmeal, and baked goods to capture those guests who are on the run in the morning.
Breakfast could become an important addition to restaurants’ bottom lines, so operators need to focus on offering value and an interesting menu to attract the morning crowd.
