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Revolution in Dayparts: Breakfast in the Foodservice Market

Many Americans love breakfast and say it’s their favorite meal: the only repast of the day that has its own distinctive menu items, characterized by lots of proteins and carbohydrates, some fruits and juices, and hardly any vegetables other than the potato. Competition in the morning daypart is, and is likely to remain, ferocious. Because it is growing when traffic in the evening and late-night dayparts are in a decline, and lunch has grown less than one per cent since 2001, all foodservice marketers are seeking ways to distinguish themselves from competitors in this daypart. Some marketers have done this by introducing new concepts; others with new menu or product introductions.

The Revolution in Dayparts: Breakfast in the Foodservice Market, new from Packaged Facts, examines not only the current and forecast size of the foodservice breakfast market but also the role of breakfast in commercial and non-commercial foodservice outlets with a focus on trends driving sales as well as trends influencing the kinds of food offered.

Report Methodology
The information in this report was obtained from both primary and secondary research. Primary research entailed consultations with industry experts and on-site examinations of the foodservice sector.

Secondary research entailed gathering data from relevant trade, business, government, and company sources, as well as other proprietary data supplied by Simmons Market Research Bureau, Inc., a demographics specialist that semi annually surveys tens of thousands of adults on their purchasing habits.

What You’ll Get in this Report
Breakfast in the Foodservice Market makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Breakfast in the Foodservice Market offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • The Consumer (who’s buying what, and where)
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

About This Series
Breakfast in the Foodservice Market is the second of a Packaged Facts series, The Revolution in Dayparts. Other volumes examine lunch, dinner and after-hours dining, and how each segment is affecting the burgeoning foodservice channel.

How You Will Benefit from this Report
If your company is already competing in the foodservice industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for breakfast. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the breakfast consumer.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for breakfast menus.
  • Research and development professionals stay on top of competitor initiatives and explore demand for breakfast.
  • Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to go out for breakfast.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • The Market
    • Table Foodservice Traffic by Daypart, 2005
    • Table of Abbreviations
      • The Breakfast-Daypart Consumer
        • Table Where Consumers Ate Breakfast, 2005
        • Table Where Consumers Buy Breakfast on the Go, 2006
        • Table Where Consumers Bought Breakfast on the Go in 2005
    • What’s for Breakfast? The Breakfast Menu in Foodservice
      • Table New Breakfast Menu Item Introductions, 2005-2006
      • Table Foods Most Often Menued at Breakfast by Commercial and Noncommercial Foodservice Operators, 2005
      • Beverages
        • Table Americans Who Drink Coffee with Breakfast, 1990 Compared with 2006
        • Table Leading Specialty Coffees Menued at Breakfast by Major Chains, 2004
      • Handheld Foods
      • Cereal
      • Healthy Eating at Breakfast
        • Table Nutrition and Health Properties of Popular Breakfast Foods and Beverages
    • Factors to Future Growth
      • Finding the Growth Factor in the Breakfast Daypart
        • Table Change in Food Service Dayparts Traffic, 2001 and 2005
      • Institutional Foodservice
      • Breakfast-Concept Chains
      • Food Retailers
      • Trends to Watch
        • Table Projected Growth in U.S. Breakfast Food Service Market, 2006-2015
  • The Marketers
    • Quick-Service Restaurants (QSRs)
      • McDonald’s
      • Wendy’s
      • Burger King
      • Subway
      • Chick-fil-A
      • Sonic
      • Carl’s Jr.
      • Hardee’s
      • Quizno’s Subs
      • Bojangles’ Famous Chicken ‘n’ Biscuits
      • Jack in the Box
    • Coffeehouses and Other Beverage Chains
      • Starbucks
      • Standard & Pours, Dallas TX
      • Tully’s
      • Lavazza
    • Doughnut Shops
      • Dunkin’ Doughnuts
      • Krispy Kreme
    • Institutional/Noncommercial Food Service
      • Public Schools
        • Table School Breakfast Program Participation Rates in Schools that Offer Lunch, By Selected States, 2005
        • Table States with Largest Increases in Number of Children Receiving Federally Funded Breakfast, 2004-2005
        • Table Federal Funding Foregone by States for School Breakfast Programs, Academic Year 2004-2005
      • Colleges and Universities
      • Healthcare Facilities
    • Themed Chains and Outlets
      • Del Taco
      • Pizzerias
      • Happy Joe’s Pizza & Ice Cream
      • Papa John’s
      • California Pizza Kitchen
      • Breakfast-Concept Chains
        • Table New Cereal Product Introductions Worldwide, 2003-2005
      • First Watch
      • The Egg & I
      • Good Egg Restaurants
      • Eggs Up Grill
      • Peach’s Rise and Dine
      • Orange
      • Cereality Cereal Bar & Cafe
    • Family Dining, Grill-Buffets and Steakhouses
      • Bob Evans Farms and Mimi’s
      • Big Boy
      • IHOP (International House of Pancakes)
      • Waffle House
      • Denny’s
      • Golden Corral
      • Country Kitchen
      • Cracker Barrel Old Country Store
      • Flying Biscuit Café
      • Elmer’s Breakfast-Lunch-Dinner
      • Food Retailers: Grocery Stores, Supercenters and Gourmet Food Stores
    • Convenience Stores
      • Table Foodservice Equipment in Convenience Stores, 2003 and 2005
      • Table Foodservice Features in Convenience Stores, 2004 and 2005
      • ExxonMobil
      • Bakery and Market Cafés and Bagelries
      • Panera Bread
      • Einstein’s Bagels
      • Au Bon Pain
      • Corner Bakery Café
      • Jazzman’s Café
      • Lodging and Fine Dining
  • Suppliers and Supplies
    • Eggs
      • Table Selected New Breakfast Product Introductions, 2005-2006
      • Table U.S. Population, Egg Production and Consumption
      • Table Egg Use in Foodservice, by Product Type in Pounds and Percent of Volume, 2004
      • Table Egg Use in Foodservice, by Market Sector (Commercial or Noncommercial), 2004
      • Table Shell Egg and Overall Egg Product Use in Foodservice, by Major Commercial Market Segments, 2004
      • Table Egg Consumption, Percentage of Volume by Weight in Commercial Foodservice, by Category and Product Type, 2004
      • Breakfast Meats
        • Table Foodservice Cuisines Menuing Sausage, 2005 Compared with 2000
      • Coffee and Tea
        • Table Imports for Consumption to U.S., Coffee and Coffee Products, and Tea, Mate and Herbal Teas, 2001-2005, value in $ (thousands)
        • Table Imports for Consumption to U.S., Coffee and Coffee Products, and Tea, Mate and Herbal Teas, 2001-2005, value in $ (thousands)
        • Table Percent of Adult Americans Who Drank Specialty Coffees, 2001-2005
        • Table What Adult Consumers Value in Coffeehouses, by Percent of Respondents, 2005
        • Table U.S. Coffee Sales by Market Segment, 2005
        • Table Coffeehouse Market Segmentation by Chains and Independents, 2005
        • Table Estimated Number of Coffee Retail Operating Units, 1990-2005
      • Suppliers-Foodservice Equipment and Packaging
        • Table Selected New Foodservice Equipment Introductions 2005-2006
  • The Consumer
    • Table Demographic Profile of the Breakfast Customer, 2006
    • Table Distribution of Men and Women Dining in Food Service Establishments, by Daypart, 2006
    • Table Drive-thru, Eat-in and Carry out in the Breakfast Daypart at QSR Chains, 2006
    • Table When Do Consumers Buy Breakfast at a QSR, % by Day of Week
    • Table The Breakfast Consumer in Family Restaurants and Steak Houses, 2004-2006
    • Table The Breakfast Consumer in Fast Food and Drive-In Restaurants, 2004-2006
    • Capturing the Breakfast Consumer
      • The Generation “M” Breakfast Consumer
        • Table Most Popular Breakfast Foods and Beverages Among 18-24 year olds, 2005: College Students and Commercial Foodservice Customers, by Percentage of Orders
      • Highways, Office Cubicles and Construction Sites: Selling to the Mainstream Adult Consumer
      • Easy Living: Retired and Older Adults as Breakfast Customers
  • Selected Sources

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