The Wide Awake Club
Breakfast is the most important meal of the day, or so they say. And, with figures from Kantar Worldpanel showing that the mealtime is now worth £11.6 billion, it is not only good for your customers’ health but your profit margin too.
“Attitudes towards breakfast are changing. Customers are demanding higher quality options, with over 76% surveyed stating they prefer quality over quantity*,” says Alistair Sturgiss, Leisure & RTM Channel activation manager at Nestlé Professional. “Health and availability are also top of mind, with research showing that over 30% of customers are purchasing breakfast outside of standard breakfast hours, and 69% value healthy foods over cheaper foods*.”
What to serve?
The trend for avocado on toast is taking a back seat as new, innovative dishes come into play. Alternative toppings on toasted breads, breakfast sandwiches and smoky flavouring are all essentials and should be prominent on your breakfast menu. You could try something a bit different like a green tea smoked salmon, poached duck egg, spinach, yuzu and chive hollandaise on English muffin which ticks all three boxes. And CHEF® Hollandaise Sauce can be used straight out of the pack so it is quick, easy and saves time.
Know your customers
Create a breakfast menu that reflects your customers and what they want to eat. The Four Seasons Hotel, in St Fillans, serves up a traditional Scottish breakfast, and other options including smoked kippers, or their signature porridge served with double cream, honey and a splash of Drambuie. They have also seen an increase in demand for healthier dishes such as poached and scrambled eggs. “We don’t offer a continental breakfast as our guests want a traditional Scottish breakfast – so that’s what we give them!” says a spokesperson.
A cooked breakfast still remains hugely popular, with 75%3 of people who eat their breakfast out of home choosing to kick-start their day with a fry-up3, so it should still remain an essential part of your morning menu. However, make sure you have a vegetarian and/or vegan option available, and look to offer gluten-free dishes too. Introduce variety to your breakfast menu and offer a twist on traditional favourites to appeal to different taste buds. Aviko’s Hash Brown Bites, for example, are a spin on conventional hash browns while Bubble & Squeak Rounds are an innovative take on the classic dish.
An American influence
The popularity of breakfast means that it is an increasingly competitive arena. With so much to choose from, operators are under increasing pressure to deliver an offering with the wow factor. “Classics such as an English breakfast will always have their place, but we’re also seeing American-inspired dishes such as pancakes and waffles become core dishes on menus,” says Zareen Deboo, foodservice channel operations manager, Ferrero UK & Ireland. And by adding the much-loved Nutella spread to waffles, pancakes, pastries and muffins it will help you create a mouth-watering selection perfect for breakfast or brunch.
A bowl full
Health is leading the way when it comes to breakfast choices according to Kantar Worldpanel. Customers want more natural and less processed products to start their day, and cereals account for 34% of this consumption. The Four Seasons Hotel, in St Fillans, has seen an increase in the amount of cornflakes and muesli being eaten among their guests. “Eating cereal is a great start to any day, and the Weetabix Original is thriving in this market as people want nutritious, tasty, breakfast choices,” says Francesca Davies, marketing director at Weetabix. “Just two biscuits contain less than half a teaspoon of sugar, are low in salt and fat, and high in fibre.”
Protein cereals are a growing trend, and see no sign of slowing down. Weetabix has seen continued strong performance. year-on-year in this category with Weetabix Protein now worth over £5m*, and the Weetabix Protein Crunch range now worth almost £2m2.Hot cereals are also up by 4%*. Ready brek, the smooth porridge oat brand has a value of £8.3m* and Weetabix Food Company has brought back its TV advert ‘Central Heating for Everyone’ campaign with its iconic ‘glow’, which was also reintroduced on packs.
On the go
The on-the-go market is perfectly suited to our now busy lifestyles with more people grabbing breakfast on the go*- especially millennials – with carried out breakfasts growing 9.5% over 2017. Weetabix On The Go (Original and Protein) is now an £18m brand and the biggest breakfast drink in this growing sector – that’s now valued at £26m. Weetabix On The Go Kids range, aimed at 5-10 year olds, delivers a nutritious and balanced breakfast or morning top up – ideal for snacking while on the move. Sales are up year-on-year on cereal bars; pastries – a tempting treat not easily replicated at home – and bagels, another popular choice.
Sources: FONA International Breakfast Category Insight 2018, Nielsen data to Aug 11th 2018, Aviko/Toluna Nov 2014, Nielsen 52 w/e 1 Sept 2018, Kantar Worldpanel