Rise and Shine
Breakfast is the most important meal of the day. And thanks to an increase in choice, convenience, and our love of the full English, the trend to eat breakfast out of home is on the rise.
“Eating breakfast out is increasingly being woven into people’s daily lives as convenience becomes a key driver over occasion,” said managing director at HospitalityGEM, Steven Pike. “Operators must identify how to stand out in the marketplace. Find a point of differentiation, to set yourself apart from the fierce competition, taking inspiration from operators abroad and pop-up concepts.”
With Brits spending a collective £76m per day on eating breakfast out of the home* the first meal of the day should be a permanent fixture on your menu.
Convenience and indulgent offers are what customers want. A full English may be considered the nation’s favourite, however according to stats from Mintel, most customers actually prefer a bacon or sausage roll, followed closely by the cooked breakfast. “Our breakfast offer continues to prove popular,” said Wetherspoon spokesman Eddie Gershon – the chain currently sell 350,000 traditional breakfasts every week. “Our pubs serve 22 different breakfast options plus an excellent range of hot drinks, which includes free filter coffee refills until 2pm. Our customers like the excellent quality of the breakfasts and the value-for-money prices.”
“People are increasingly adopting a more American attitude to breakfast, using the occasion as an opportunity rather than a necessity, whether it’s for social or business purposes. This can only have a positive effect for hotels and restaurant owners, provided they’re offering the variety to account for our wide range in tastes – from different types of egg, to continental and American.”
Emma Warrington, senior food buyer at Beacon
Brekkie to go
Breakfast options that can be eaten on the move, such as rolls, pastries and cereal pots are on the rise. “Industry trends suggest we may have reached a peak in terms of full-service breakfast and now sense a growing trend towards quick service breakfast,” said managing director at HospitalityGEM, Steven Pike. “This is part of a general trend for quick service, but it suits the time pressures of that particular time of day very well.” Of those eating out of home, 41% do so because they do not have the time to eat breakfast at home; fuelling the uptake of breakfast on-the-go (OTG) which three in ten out-of-home eaters go for, especially the young.
Keep it healthy
Despite the popularity of the full English, health still plays an important part in the UK breakfast offering. According to research from Mintel, 30% of UK adults are trying to lose weight ‘all’ or ‘most’ of the time, with 58% trying to eat healthily ‘all’ or ‘most’ of the time too. Plain cereal, porridge and yoghurt brands are dominating this area, and operators are moving away from the standard white loaf, which saw a decline in value sales continue in 2015. Kellogg’s has looked to reposition its Special K advertising to focus more on holistic health as well as supporting the recent launch of its Ancient Legends range. Offering a choice of omelettes, boiled or scrambled eggs with toast, or even the on-trend poached eggs with avocado on brown or wholemeal toast will attract customers who want a healthier breakfast option.
Why eat breakfast out of home?*
• I don’t have time to eat at home
• Feels like a treat
• Not hungry enough to eat breakfast first thing
• Want a change from routine
• When I have the money
• Don’t have breakfast supplies at home
Top brekkies out of home*
• Hot roll or sandwich – bacon or sausage
• Cooked breakfast – full English, boiled egg and omelette
• Pastries – croissant, pain au chocolat, muffin
• Toast – bread or bagel
• Cereal bars – snack bars and breakfast biscuits
• Cold sandwich
Care home breakfast
Mealtimes play an important role in residents’ lives; with breakfast the most important. “The key to getting it right is knowing your residents well,” said Mark Taylor, foodservice channel controller for Premier Foods. “Speak to residents about what they would ideally like and vary your offering where possible. For example, offering a ‘Bread Du Jour’ or a muffin will take them back to their childhood.” And for those residents suffering from swallowing difficulties or dysphagia it is important to ensure they enjoy their meal times too. “As with any other dysphagia meal, the presentation is vital to ensure residents have a better dining experience,” adds Mark. “For example, if you are recreating a Full English Breakfast for a resident with dysphagia, each component of the meal can be puréed and then presented individually on the plate.”
A good cuppa
A good brew is essential to complement a good brekkie. If your tea and coffee offering isn’t up to scratch then your customers won’t be coming back – and think about takeaway cups so they can take their brew to go just like their food.
The breakfast club
Breakfast clubs are popular with schools. Eating breakfast is proven to improve memory and concentration levels, and as it helps children to heighten attainment, behaviour and their grades, it’s a vital start to every child’s day. A survey of teachers and support staff in primary and secondary schools carried out by The Association of Teachers and Lecturers found that almost half (54%) of education staff believe that without a breakfast club, pupils who attend them wouldn’t have anything to eat before lessons. For more information on recipe ideas or how to set one up, visit shakeupyourwakeup.com/information-for-schools