The breakfast daypart has become increasingly more popular amongst QSRs and coffee shops over the past few years. Breakfast continues to be a meal that the majority of people consume within their own homes, however millions of people do purchase their morning meal on the go. The choices for breakfast on the go are vast, and there are many variables that influence how the consumer will choose their first meal of the day including a very large variety of available foods at different types of locations (fast casual, convenience stores, coffee shops, etc.), clear demographic groups (urban/suburban, employed/retired,business travelers/stay-at-homes), and a general shift in the attitude towards what constitutes a breakfast meal; some will consider breakfast to be a long sit down meal whilst others will be completely satisfied with a cup of coffee and granola bar.
These changes in eating behaviors have had a significant effect on the food industry, which is why Kellogg’s decided to study the motivations behind those who eat breakfast away from home. The study, “Away From Home A.M. Segmentation Study,” examines when, where and what people are eating for breakfast and what factors are influencing these decisions. The study provides extensive demographic breakdowns as well as the attitudes towards food choices in each of these demographic categories. These eating habits and behaviors were broken down into five distinct segments to assist operators in evaluating their current breakfast menus and pointing out opportunities to increase traffic and sales by adjusting their offerings to fulfill the needs of these distinct segments.
To read more about the Kellogg’s segmentation study and how it can help operators increase sales in the breakfast daypart, click here