Coffee and a Bite

Coffee tastes better with breakfast; give customers what they crave.

TREND 1

Coffee and a Bite

CUSTOMERS ARE HUNGRY FOR MORE THAN JUST A CUP OF JOE. INVITE THEM IN FOR BREAKFAST

Most Americans, 60% on average, start their day with a cup of coffee, according to the National Coffee Association. But in today’s climate, many more Americans are craving something to accompany that coffee. Whether it’s avocado toast, an egg and bacon biscuit, or a banana walnut muffin, today’s consumer needs more to satiate their morning routine than a kick of caffeine.

61% of consumers order breakfast sandwiches at least once a month.

Egg and cheese sandwiches may reign supreme as a favorite handheld breakfast option, but there’s a growing list of ingredients and combinations that work for sit-down, takeout, delivery, and drive-thru breakfast orders.

For starters, chicken is still having its moment in the spotlight, so it’s not surprising that some of the most popular fast-food breakfast offerings right now include chicken. Consumers are lining up early for menu items such as a Hash Brown Scramble Burrito, complete with chopped up chicken nuggets, at Chick-fil-A; a Maple Bacon Chicken Croissant at Wendy’s; and the Hot and Spicy McChicken Biscuit at McDonald’s.

Even when consumers opt for a quick bite or beverage on the way to work, they want something that will fill them up until breakfast or lunch. Smoothies now feature extras like peanut butter, granola, oats, and kale to pack in some nutrients along with the added calories. And plant-based meats are gaining ground in sandwiches and protein bowls.

Days trapped inside during the pandemic taught consumers how to get creative whipping up fancy espresso drinks right from their own kitchen. Now, when they venture out to a coffee shop or café, they expect a list of specialty coffees with interesting syrup combos, alternative milks, and crave-worthy flavor profiles. Cold brew’s popularity has increased to the point that it’s now one of the top three coffee preparation methods, according to the National Coffee Association. Large brands such as Starbucks and Dunkin’ are now offering retail versions of cold brew to help consumers enjoy their favorite coffees at home. In-store cold brews and hot beverages will go on to feature enticing mix-ins to exceed consumer expectations.

71% of coffee ordered at coffee shops is specialty coffee; regular coffee represents just 29% of orders.

Today’s consumer continues to work a wide range of shifts. And while some have returned to a 9 to 5 workday, others are remote, some have gone freelance, and still others are somewhere in between. It’s important to offer quick morning bites for the guest who is on the run to work (think handheld sandwiches, smoothies, and egg-based breakfast bowls), and other items designed for the guest who can sit and stay awhile (pancakes, eggs with toast, oatmeal, etc).

If guests do opt to stay, restaurants can keep them coming back with promotions and perks such as free coffee with breakfast, free Wi-Fi, loyalty rewards for repeat returns, and limited-time offers.

OPERATOR SPOTLIGHT
Breakfast begins at 7 a.m. and runs all day at Roxanne’s Café in San Francisco. The menu features breakfast staples such as eggs Benedict, corned beef hash, steak & eggs, 10 different omelets, breakfast sandwiches, pancakes, and more.

_{^{Sources: National Coffee Association; Technomic, Sandwich Consumer Trend Report, 2020; The NPD Group, Insights, July 2021.}}