Industry Trends
Do All Day Breakfast or Not - What Age is the Question

Making breakfast available all day has been prevalent in recent headlines.  While not a new concept, more channels are trying to take advantage of the appeal for breakfast foods.  I love breakfast, you love breakfast, and it appears we all love breakfast. This brings a natural question to all operators whether commercial or non-commercial. Should we offer all-day breakfast?

First, don’t assume that the channel you work in is the most important variable. Business and Industry tends to mirror QSR for menu importance of breakfast foods at non-morning meal occasions. Each is below the level for total commercial restaurants. Meanwhile we see C&U and Lodging leading the way.

Second, know who your customers or employees are. Basically, know your target market. We have observed that the age of the customer is more important than the channel itself. Menu importance of breakfast-oriented foods at non-morning meal occasion is greater for Millenials than any other group. Operators that see high traffic for individuals 18 to 34 may want to consider adding a breakfast food item to midday occasion menus.

The NPD Group is the industry’s leading source for foodservice trends and restaurant market research data. NPD’s CREST® service, which continually tracks consumers’ use of commercial and non-commercial foodservice, assists foodservice manufacturers, foodservice operators, and other foodservice organizations with strategic planning and positioning, product/menu development, and consumer targeting. For more information visit our website at