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Competition Heating Up for Breakfast Dollar, Survey Finds

Thursday, March 18, 2010

(American Meat Institute)

Breakfast has become the hottest area of competition for the foodservice industry, according to a new survey by Mintel, a leading market intelligence firm.

Mintel reports that restaurants added more than 460 new breakfast items to their menus in 2009, more than in 2007 or 2008, respectively. This is despite the fact that consumers are spending less on restaurant breakfasts compared to 2008.

“We see an increasingly competitive market for restaurant breakfast, even though sales have declined,” said Eric Giandelone, director of research, Mintel Foodservice.

All told, Mintel forecasts the breakfast foodservice market will expand by 13 percent from 2009 to 2014.

Mintel found people are mostly looking for low prices and convenience on weekdays, while food quality and menu variety are more important to weekend breakfast diners. The top things breakfast diners say they’d like to see more of at restaurants was "all-day breakfast" and more value meals.


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