The NPD Group has revealed how Breakfast contributes to an increasing proportion of QSR traffic – accounting now for 11% of all visits. Although still small, it has been growing its traffic by almost a third in the last 5 years. In real terms, breakfast now equates to 640 million visits in the year ending September 2015. Fiscally, breakfast generates 2 billion pounds for the QSR channel.
Retailers and Coffee Shops are the two biggest providers of breakfast in the QSR channel. They alone account for almost half of all breakfast traffic in the sector. However, they are very closely followed by Burger outlets and Bakeries.
Although thought to be less valuable, a breakfast visit is on average worth £3.10 which is only 52p less than the total average visit.
Breakfast in the QSR channel tends to be a lonely occasion as 80% of all visits is by a person eating alone. Consumers are also more likely to be men and over 25 years old.
Innovation is essential
Muriel Illig, Account Manager in the NPD group commented “Although Breakfast is performing well, operators must not become complacent. There is still more opportunity to be grabbed in the QSR sector; this would come by developing more social breakfast occasions and more suitable offers to women. Overall, as it is the case in the food service market in general, innovation will be essential to sustain the performance.”