INFORMATION

Trends: Rework your strategy to meet the changing breakfast dynamic.

Breakfast is a meal on the move – especially for younger consumers. The important thing is that you realize who your target customers are, and cater to their needs. The factors at play include:

• Age: Younger consumers demand car-friendly eating convenience and prefer breakfast to be available any time of day. Boomers still cherish sit-down meals, especially as a way to remain close to family and friends.
• Income: People may be cutting back on out-of-home meals, but Americans are wired for convenience – so grab-and-go simplicity will remain a draw. The good news: breakfast is typically the most affordable out-of-home dining option, so it should maintain its appeal.
• Sociality: The social aspect of meals still has a powerful sway – for the young looking for that “third place” (beyond their work/school and home) to hang out and for older consumers who want to stay connected to loved ones and associates. Don’t lose sight of this in your marketing.