Capitalise on changing consumer demand at breakfast time for maximum profitability

19/06/2017 - 09:09
Purchasing company Beacon is encouraging hospitality operators to rethink their breakfast menus, following new research highlighting a shift in consumer behaviour in the out of home breakfast market. Working with one of its leading suppliers, Kellogg’s, Beacon has shared its insight and advice on the UK breakfast market and the opportunities for growth, with stats revealing that average consumer spend at breakfast has seen a 31% increase since 2015.

Alice Bexon, Purchasing Manager at Beacon, commented: “Although the number of people eating breakfast out of the home has decreased by 11% since 2015, the increase in consumer spend (+31%) shows that there are still huge opportunities in this market. Consumer habits during breakfast have changed quite quickly over time, so businesses need to stay on top of these trends, to take advantage of opportunities. Working with Kellogg’s, we have identified some of key points for operators to be aware of when it comes to the breakfast table.”

Grab and go continues to perform well

The grab and go concept at breakfast is one that has continued to show growth in the market, with insight from Kellogg’s revealing that takeaway options now account for 3% of all breakfasts consumed in hotels. We are now regularly seeing more of our customers offering on-the-go options to satisfy the demands of busy corporate guests.

The importance of brands

Whilst data from Kellogg’s shows that cereal is the fourth most popular breakfast food in the hotel market, it also shows that guests are more likely to buy cereal in the hotel if it is branded. This provides a real opportunity for operators to invest in branded goods, which may seem like a more costly option, but will ultimately generate better return.

The full English continues to reign supreme

The demand for healthier choices at breakfast remains prevalent, however the full English breakfast continues to outperform all other dishes. According to Kellogg’s, "UK adults consume an estimated 309 million full English breakfasts per year in the eating out market, compared to just 41 million portions of cereal.”

Alice continued: “The most important factors when it comes to a profitable breakfast menu are ultimately the quality of product, freshness and good value for money. Getting these right, as well as catering to the demands and tastes of your target demographic, will help operators to capitalise on the lucrative opportunities for the most important meal of the day.”

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