AMERICAN RESEARCH CONFIRMS BOOST IN BREAKFAST SALES

22nd June 2010, 11:02am

A study by a market research company in America has highlighted the profit making potential of the breakfast market after finding sales of the early morning meal account for more than 60% of the US restaurant market's traffic growth.

According to the NPD Group, the drop in overall restaurant visits would have been much steeper without the boost from increased breakfast traffic. The findings show that for the year ending March 2010, more than 12 billion breakfasts were served at US restaurants with 80% of them coming from quick service restaurants.

Also found was an increase of morning meals of an average 2% over the last five years while supper traffic has declined by 2% on average. NPD say servings of speciality coffee and breakfast sandwiches grew twice as fast as the industry between February 2005 and February 2010.

Bonnie Riggs, NPD's restaurant industry analyst said: "Breakfast has been and is projected to continue to be a bright spot for the restaurant industry. A restaurant morning meal serves a variety of needs, in addition to helping us jump-start our day, it satisfies the need for convenience, is less costly than other meals, and is readily available to us."

Riggs added: "Currently only one out of every ten breakfast opportunities is satisfied by foodservice, and there are more breakfasts skipped rather than served in restaurants, all of which means that breakfast is a significant growth opportunity for the foodservice industry."

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