Menu variety is major draw for breakfast shoppers

Menu variety and good coffee should be key for businesses looking to attract breakfast shoppers, according to Délifrance.

The baked goods supplier has studied the breakfast habits of 2,000 UK consumers for a new report, Beyond Breakfast and Brunch.

Researchers found that, when compiling a breakfast menu, it was vital for bakers to consider seasonality and quality, and that consumers liked go-to classics as well as options with added interest.

Délifrance marketing director Stéphanie Brillouet said more than one grab-and-go breakfast item was essential in ensuring customers return.

“We’re seeing operators having to compete to stand out – so it’s worth noting that menu variety is the biggest influence when choosing a venue (24%),” added Brillouet.

She also noted that ethnic influences were particularly on-trend, with consumers looking at eating as an experience, and that bakers could consider offering specials from around the world. The study found that the ethnic influences consumers most wanted to see in a breakfast offering were Mediterranean, South American, Middle Eastern and Nordic.

Researchers also learned that 41% of consumers considered a good coffee offering to be essential if a venue was to be highly rated. The report said consumers knew a good coffee, but might not know how to recreate the quality product at home, so having a high-standard coffee offering was a great way to get people through the door. Once they were in it was easier to upsell, increase spend and make them want to return.

One of the survey participants in London said: “Getting a good coffee is essential and determines where I choose to go and whether I go back or not. I’d rather pay extra knowing it will be of good quality and taste.”

The report stated that almost half of people ate breakfast every day, with the most popular product choices including bread and pastries. A pastry was viewed as an everyday breakfast by 30% of respondents, with 47% including bread-based dishes and sandwiches in that category.

The study also found that just over a third of people ate breakfast out of the house at least once a week, and the same proportion purchased breakfast ‘to go’, giving bakers the opportunity to provide everyday options for those in a hurry.

“There has been a clear shift away from conventional work and family routines, and the traditional nine-to-five,” said Bee Farrell, consultant and culinary anthropologist.

“All the while, people are placing more value than ever on their free time and being hyper-aware of how it is spent. Breakfast out of the home, especially grab-and-go, shows people are making the most of their time spent on the commute, or time sitting at their desk.”

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