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Study shows latest breakfast trends

4 min read

Restaurant and Foodservice

This post, sponsored by Kellogg’s, highlights groundbreaking research that examines A.M. consumer segment differences and eating behaviors, giving operators new profit opportunities and ideas.

Breakfast is no longer the morning meal that many of us knew as children. Leisurely sit-down meals composed of hearty items are now the exception, not the norm, as consumers shift their morning eating behaviors.

Today, many people opt for items that are convenient and portable. But that morning meal also needs to be nutritious and help fuel their activities. Most importantly, different types of consumers define morning “meals” in entirely different ways.

That means operators need to change the traditional ways they connect with various types of customers.

Generally, consumers choose their A.M. destinations based on food quality and food value. Coffee and water are the top beverage choices, and they opt for baked goods if they’re looking for a cold meal and breakfast sandwiches if they want a hot meal.

But beyond those loose similarities, marked contrasts between the five segments identified by Kellogg’s quickly emerge. The following are short profiles based on the five segments differing morning eating motivations.

The Discerning Dasher

This active segment is mostly concerned with finding food destinations that are on the way to their daily activities. They love handheld items that are a good value, including bagels and fruit, or, a breakfast sandwich. Morning snackers like those quick boosts to tide them over to the next meal.

Gulp ‘n’ Runners

Many times a simple beverage is breakfast enough for these frequent business travelers. Or they may choose a quick snack such as fruit, but may indulge in chips and cookies. Hot breakfasts for these sports enthusiasts include sandwiches, eggs, meats and even burgers.

Ninja Munchers

Thinking about food isn’t top-of-mind for this consumer segment. Many times they don’t even bother eating. When they do, convenience stores and drive-throughs satisfy their needs. Typically, they will grab anything fast from breakfast bars to baked goods to fries.

Sedentary Socializers

An almost even split between men and women, this group enjoys choosing from a diverse selection of items.  A.M. eating is a treat, and their establishments range from drive-throughs to full-service restaurants. This mostly married and ethnically diverse group looks for small and portable quality items to snack on or to satisfy their hunger until later.

Sit ‘n’ Savorers

This segment tries to make time to eat regardless of their busy schedules. Frequently married retirees, they seek out fresh and healthy options. These social media users also enjoy eating out, taking their time and socializing with friends while they enjoy their meals.

Of the five groups, the Discerning Dashers and Gulp ‘n’ Runners eat out-of-home in the morning the most. Along with Ninja Munchers, they also value speed of service, location and value. Additionally, there are opportunities for Sedentary Socializers and Sit ‘n’ Savorers.

So how can this information help your business’s bottom line?

Understanding the behaviors of your target customer segment – the when, where, why and how they eat – allows you to tailor your offerings to best meet those needs and capture more of your customers’ business. The descriptions above are just the beginning to the insights you can gain from the entire report, allowing you to maximize your profit.

Kellogg’s Specialty Channels provides solutions that can help increase your A.M. sales. Fnd out more about how this revolutionary study and how its detailed findings can benefit your business, or call 877-511-5777.


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