The breakfast daypart continues to help drive sales at full-service restaurants and limited-service eating places. In Foodservice Breakfast Trends in the U.S., 2nd Edition, Packaged Facts estimates restaurant breakfast sales will reach $47.4 billion in 2013, up 5% from 2012. We forecast sales to rise by 5.6% in 2014 and 5.1% in 2015.
At limited-service restaurants, growth is being driven by player entrants; menu item innovation hitting healthfulness, indulgence, and quality notes; and coffee, tea and juice platform innovation. On the heels of rising guest usage during 2011-2013, brands such as Dunkin Donuts, Starbucks, Panera Bread, and Chik-fil-A are riding the trend. Between 2009-2013 breakfast usage growth has been driven by adults age 65 and older, Asian consumers, and the part-time employed. Leveraging morning visits among coffee drinkers, the segment is also benefiting from workforce expansion and a growing pool of employed consumers.
Meanwhile, full-service breakfast usage trends suggest that a rebound is taking place. Breakfast daypart usage penetration has risen 26% from 2009 to 2013, a higher rate of growth than shown for other dayparts. While many family restaurant chains continue to face guest traffic challenges, brand-specific trends hold promise. And with more and more family restaurants experimenting with take out and portable menu options, the segment is poised to better
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