Breakfast for Lunch…or Dinner

A recent study by The NPD Group reveals that consumers are grabbing breakfast foods throughout the day — and sometimes night — to satisfy their hunger.

According to NPD, a leading provider of consumer and retail information, servings of breakfast foods have grown 64 percent over the past five years; 44 percent of breakfast foods served at large family-style restaurant chains were consumed during non-traditional morning hours; and only 7 percent of breakfast foods were served at QSRs beyond traditional morning mealtimes.

To capture this growing trend, some QSRs are considering serving breakfast foods throughout the day, which means consumers may soon see staple breakfast fare such as pancakes, bacon and eggs available at any time, including some "new twists on those old standbys," NPD reported.

"While consumers looking for a breakfast fix at quick- service restaurants after the morning mealtime have limited options, the NPD data reveal that, when breakfast items are available, consumers often order them, particularly during lunch," Bonnie Riggs, restaurant analyst for The NPD Group, commented.

"There has been much talk about several major quick-service chains extending breakfast. ….It is still in an exploration phase as operators try to determine if it is feasible from an operational standpoint and if the consumer demand is great enough. Offering breakfast foods throughout the day could help increase visits from existing customers; it could also attract new customers," added Riggs.

NPD data suggests that one breakfast item is sure to remain on the menu beyond traditional breakfast time hours: the breakfast sandwich. According to NPD, nearly half of all breakfast foods ordered during non-morning meals include a breakfast sandwich — an appeal that is largely driven by convenience. 

 "It's all about grab-n-go," said Riggs.