Treat Time

Traditionally known as morning goods, these snacks have evolved into treats consumed at any time of day offering restaurants profitable opportunities. Sheila Eggleston reports.

According to analyst Mintel's recent survey on breakfast, the time of day sales data indicates an increase in all day breakfast offerings as demand for convenience increases and consumers continue to purchase regular treats despite the economic downturn.

Just by looking at the rise in the number of coffee drinkers in pubs and restaurants, canny operators will see opportunities increasing for these complementary sweet and savoury bites as well.

When Dawn Foods polled UK consumers during the UK's first coffee week in April to reveal their favourite treat with a cup of coffee when dining out, the muffin emerged the winner, with more than half of those polled choosing double chocolate or chocolate chip muffins, with blueberry muffin coming in as second favourite muffin.

Cookies and cakes featured as favourite snacks – with 29% expressing a preference for cookies and 20% preferring cakes. Traditional treats such as shortbread and flapjacks saw just 1% and 3% of the vote respectively.

Martin Jones, sales director at Lantmännen Unibake UK, believes coffee and viennoiserie is a match made in heaven. "Impulse purchases can be tempted through the aroma of fresh baking and freshly ground coffee beans, and with both being particularly suited to the morning period, they make an appealing duo.

"Viennoiserie is the ideal choice for breakfast and has become an established part of the consumer repertoire during this part of the day.

"The breadth of this category ensures there is something to suit all tastes but there are a few classics that are always well received."

For example, he says filled croissants, pain au chocolat and pain aux raisin are popular for people who are in a hurry.

Customers are interested in new variations of popular themes or products in order to keep their menus fresh and consumers interested in trying new options, he adds. "It is important for traditional ranges to be given an innovative twist, but indulgence with flaky pastry, chocolate, authentic flavours and fruit fillings is still very much in demand, as long as it is at an affordable price.

"The Danish pastry category is well established and continues to show positive growth, with traditional favourites such as maple and pecan plait, vanilla crème crown and cinnamon swirl remaining extremely popular. There have also been fresh developments in Danish such as lighter fruit fillings and new shapes, which are expanding the market to a younger consumer.

"The Bakehouse apricot and almond scroll has introduced a new shape to the category: authentic Danish pastry scrolled on both sides, filled with almond remonce and finished with a real apricot filling."
 
As well as sweet treats, he says, these pastries can be transformed into a value added savoury option that will appeal to consumers. For instance, its Bakehouse branded all butter croissant can switch to become a carrier for scrambled egg and smoked salmon.

Stephanie Hickford, national account marketing manager at 3663, says: "Millions of consumers regularly treat themselves to pastries, cakes and other sweet treats even when they're trying to save money, so having a good selection is a great revenue opportunity that shouldn't be missed.

"Traditionally known as morning goods, this market has expanded alongside the nation's sweet tooth and are popular with customers around the clock – with nine out of 10 consumers admitting to regularly snacking between meals."

She says it's important to offer a good range of reasonably priced products throughout the day, advertised well to encourage customers to spend.

"Merchandising is key, so think carefully about where you position your selection – will you offer customers the options to grab and go by the till or list pastries on your menu? "With almost half of customers making a conscious effort to cut back from spending, meal deals are an effective way to drive sales.

Combine popular sweet treats, including croissants, cinnamon swirls and brioche with a hot drink.

"Or consider creating a loyalty scheme to reward customers and encourage repeat purchase with a free coffee or snack.

"Some treats, including croissants and bagels, are very effective because they can be customised so that customers get exactly what they want. With limitless fillings available, this will keep encouraging customers to come back to try something new."

Delice de France UK raises the diet, nutrition and obesity issues that continue to be hot topics.

It says caterers should take advantage of the healthy eating trend by offering low fat, low salt menu items, as well as products suitable for specific dietary requirements.

For example, the company offers a range that includes gluten free sandwich bread and chocolate and blueberry muffins to go on menus for coeliac sufferers.

Communications manager Isabelle Davies says those who value breakfast will make time and look for good quality products, whereas consumers with less time will opt for more convenient on the go products that can be eaten quickly.

"We've always found croissants to be a clear favourite among consumers but there have been movements towards pain au chocolat and pain aux raisins and greater demand for an increasingly diverse offer.

"It is important for operators to note that there is a big difference between breakfast consumption out of home during the week and over weekends. At weekends, purchasing decisions are less about convenience and value and more about indulgence and experience, so offering items like thaw and serve brioche toasted with fresh fruit and crème fraîche would be an ideal menu addition to drive footfall."

At the British Frozen Food Federation Awards in June, the company won two awards in the Best New Bakery/Pastries category. Its apple cake won the silver award, while its Mediterranean bread scooped the bronze. Davies says the company consistently listens to its customers to ensure it offers products that meet market demand.

For example, the apple cake was launched to respond to the growing demand for traditional homemade style cakes and desserts that offer a taste of comfort and nostalgia. "We look forward to further additions to our trophy cabinet next year," she says.