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Breakfast Daypart Driving Sales

Breakfast is the daypart that's driving sales Growth for both limited- and full-service breakfast

It turns out breakfast really is the most important meal of the day. And in 2013, it was the meal of the day that drove restaurant breakfast sales. Market research publisher Packaged Facts estimates that these sales will reach $47 billion in 2013, up 5 percent from 2012. Sales are forecaseet to rise more than 5 percent in both 2014 and 2015.

Breakfast is beating the lunch, dinner and snack dayparts, according to the research, and has been for some time: increasing almost 8 percent during 2007-2012.

The needs of on-the-go customers helped limited-service breakfast grow at more than double the rate (11 percent) of full-service breakfast (5 percent). Other factors driving that increase include consumer trade-down and increasing limited-service breakfast availability and variety. Limited-service restaurants, which account for two thirds of total breakfast sales, are benefitting from menu item innovation hitting healthfulness, indulgence and quality notes, in addition to innovation in the tea and juice platform, among other factors.

For more information on this research, visit Packaged Facts.

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