People still want breakfast, study shows
Breakfast remains the industry鈥檚 growth game, The NPD Group reports. Total breakfast occasions, at and away from home, are forecast to grow by 5% through 2019, while the U.S. population is expected to increase by just 4%. Annual morning snack occasions per person, at and away from home, have increased by 17% over the past six years.
Quick-service restaurants are taking most advantage of the trend. For the 12 months ending February 2016, breakfast visits to QSRs increased by 5%. That鈥檚 on top of a 3% increase during the same period a year ago.
Despite the growth of foodservice breakfast occasions, 70% of breakfast meals still are eaten at home. The average annual number of breakfast occasions per person in 2015 was 361, which was up 11 occasions from 2010.聽Breakfast sandwiches and portable breakfast foods such as yogurt and cereal bars are morning foods showing growth, according to NPD.
Breakfast sandwiches like Carl鈥檚 Jr.鈥檚 Auntie Anne鈥檚 Pretzel Breakfast Sandwich drive morning sales.
In March BurgerBusiness exclusively that McDonald鈥檚 Corp. had file a U.S. trademark registration for the phrase 鈥淭he Simpler the Better.鈥� But what did it mean? A chain spokesperson told BurgerBusiness.com then, 鈥淲e can鈥檛 share details at this time as to how this trademark may or may not be used.鈥�
But now we know.
McDonald鈥檚 is pushing hard on 鈥渃ore鈥� items like Big Mac and the Filet-O-Fish, promoting those iconic items every chance it gets. In-store merchandising for the Quarter Pounder with Cheese is stressing its 鈥�100% Beef.鈥� And if you look carefully at the lobby cards, drive-thru merchandising and counter cards for QPC you鈥檒l see, 鈥淭he Simpler the Better.鈥� It鈥檚 the mantra of the core menu.
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