Breakfast is the most important meal of the day. Whether it’s a quick service breakfast sandwich or a fine dining brunch, millions of morning meals are served daily across the country. The fastest growing foodservice daypart across all segments, Mintel projected that breakfast would increase more than 4% in 2011 according to Breakfast Beat, an industry newsletter (August, 2011). Food & Wine Magazine reports that breakfast will remain one of the industry’s top trends.
Quick service restaurants, which serve more than 80% of all breakfasts away from home according to Datassential, drive innovation with breakfast sandwiches, bowls and wraps. McDonald’s consistently cites breakfast growth as a key driver of their positive quarterly and annual performance. Sandwich chain Subway saw success in 2010 and 2011 with a national breakfast launch. And Starbucks perked up business by pairing breakfast sandwiches with coffee. Midscale restaurants with all-day breakfast service depend on the demand for breakfast foods to drive sales and traffic. Hotels and fine dining restaurants are leading the surge in upscale weekend brunches and more independents are opening just for breakfast and lunch as a strategy to focus on core competencies and maximize sales.
The three big breakfast proteins – sausage, bacon and ham – dominate breakfast menus across segments. Sausage is the most popular breakfast meat because of its versatility and variety of flavors. It has a place on upscale menus, as well as on morning value menus. McDonald’s features three sandwiches and wraps on their breakfast Dollar Menu, two of which feature sausage. Ham and Canadian bacon are also menu mainstays – often as part of healthy options. For years, the only QSR breakfast option endorsed by Weight Watchers was McDonald’s Egg McMuffin. Like sausage, the variety of flavor options let chains distinguish their offerings from competitors.
Operators are also exploring innovative bacon flavors, including a variety of smoke options, like Cherrywood smoked bacon at Dunkin’ Donuts and Wendy’s Applewood smoked bacon. To leverage bacon’s popularity, Denny’s created Baconalia in 2011, a month-long festival of bacon served at breakfast, lunch and dinner. Time Magazine wrote “…we are living in the golden age of bacon. Bacon is a whole world unto itself, the first food of the American frontier and the most irreplaceable of all familiar flavors for Americans in exile” (March, 2011).
Today, pork cuts beyond sausage, ham and bacon are making a strong showing before noon. With the popularity of international cuisine and the rise of morning wraps and burritos, chorizo is featured on more menus than ever before. Green chile pork is popular throughout the Southwest. Pork tenderloin and pulled pork are also growing in breakfast popularity. Hash House A Go Go, with locations in San Diego and Las Vegas, serves traditional breakfasts with bacon, sausage and ham – and they also offer more adventurous morning meals, like Pork Tenderloin Hash with charred tomato, corn, baby green beans and mozzarella, as well as Pork Tenderloin Benedict with crispy hand-hammered tenderloin, yellow tomato, spinach, barbecue cream and scrambled eggs. Sausage gravy is also prominent on their menu, with Old School Fried Mush smothered in sausage gravy, eggs and mashed potatoes, and Sausage Gravy Pot Pie served with scrambled eggs and mashed potatoes.
Pork is definitely the breakfast of champions. With breakfast service growing dramatically, here are five morning trends to watch:
- Ethnic flavors in the AM: Americans are craving international flavors at every daypart, including breakfast. “Ethnic Flavors on Breakfast Menus” was one of
NRA’s Top 2011 trends based on a survey of ACF chefs. Chorizo is showing up on chain and independent menus in wraps, burritos, scrambles and omelets. Jack in the Box recently featured chorizo as an LTO special. The Eggery in San Diego menus the Ultimate Ole Omelette with chorizo sausage, jalapenos, cheese, onions and green chiles. At BLD in Los Angeles, you can order a Spanish Frittata with chorizo, smoked paprika, fingerling potatoes, roasted piquillo peppers and manchego cheese. The Egg I Am, a regional chain serving breakfast and lunch, has an entire section of egg dishes served with pork green chili including Sunrise Chile Rellenos, Santa Fe Huevos, Green Chili Pork Chicken Hash, Huevos Rancheros, a Breakfast Burrito and Yi-Yi™ Enchiladas. Their Mexican Omelette features both pork green chili and chorizo.
- Wake Up with a Burger: This European trend is taking America by storm. Red Robin was among the first to feature a burger with bacon and a fried egg,
but now almost every upscale burger restaurant menus a bacon and egg burger for breakfast. Steak n’ Shake recently added a Royale Burger featuring bacon and eggs on a burger with American cheese, lettuce and tomato, and Carl’s Jr. makes its Bacon and Egg Burger available all day.
- Classics for Breakfast: Operators are recreating favorite lunch and dinner dishes as breakfast items. Clubs, BLTs and Philly sandwiches are appearing at breakfast alongside bacon and eggs. Bob Evans adds an egg to create a BELT. For brunch, Hash House a Go Go serves a BBBLT – a bacon, bacon, bacon, lettuce and tomato sandwich. Domino’s features breakfast pizzas on college campuses, and Donatella in New York City has been featured on The Food Network for their Hangover Pizza, made with breakfast sausage, eggs and thin slices of cured lardo. Breakfast pizzas will be one of the hot items in 2012, according to Technomic. Chilaquiles, a traditional Mexican dish made with fried corn tortillas, red or green
salsa, queso, sour cream and refried beans, is getting a breakfast twist with eggs. The Herb Box in Scottsdale, Arizona offers Chilaquiles with pulled pork, eggs, Cotija cheese and tomatillo verde. At Trident Booksellers & Café in Boston, you can order a Morning Monte Cristo with two fried eggs, Canadian bacon, raspberry preserves and Cheddar cheese sandwiched between challah bread French toast. And at Green Eggs Café in Philadelphia, they offer a Philly Benedict with grilled pork loin on a pretzel roll with Philadelphia cream cheese, two poached eggs and fried caper hollandaise.
- Breakfast Change-up: Breakfast can become a habit – consumers visit the same restaurant every day and order the same item. To break the cycle, operators are offering new and interesting items that appeal to
breakfast consumers. Dunkin’ Donuts, the second largest breakfast chain in the nation, recently featured a Smoked Sausage sandwich with Hillshire Farms sausage. Wildflower, an Arizona chain, menus a Ham and Brie Frittata and a Taylor Ham and Egg Sandwich on Ciabatta. The Herb Box sets itself apart with brunch by menuing a Brussel Sprout Pancetta Flatbread with white Cheddar, lemon zest and a soft egg as well as Smoked Salmon Hash with pancetta. Thornton’s in Boston turns to prosciutto for their Italian Benedict with poached eggs and pesto on a grilled focaccia as well as their Prosciutto Scrambler.
- Breakfast All Day: Consumers love the flavors of breakfast all day long. More than ever, restaurants are accommodating consumers with breakfast served throughout the day, breakfast flavors added to all day menus or even
breakfast served late night. Major breakfast players like Dunkin’ Donuts, Starbucks, Sonic and Jack in the Box feature a clockless menu. Midscale chains like Denny’s, IHOP and Cracker Barrel depend on the demand for breakfast all day. Regional chains like Le Peep, The Egg and I, First Watch and Wild Eggs serve an extensive menu of breakfast items in the morning and the afternoon. Most of the well-known independent restaurants in Boston like Thornton’s, Hi-Rise Café, Sound Bites, Zoe’s in Harvard Square and The Paramount are menuing their morning items throughout the day.
Today, more consumers are taking time to enjoy breakfast. Whether eaten at a desk or at a leisurely weekend brunch spot, breakfast – and pork – is the perfect way to start the day.