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Breakfast Sandwiches Outrank Coffee

The evolving face of retail foodservice continues pointing to the success of the grocerant niche filled with ready-2-eat and heat-N-eat fresh prepared food.  The NPD Group reports that breakfast sandwiches outrank coffee. It is the first time that has ever happened since NPD began the tracking it in 1985.

In the case of the breakfast sandwich it is one step back and ten forward. Harry Balzer, NPD’s noted researcher and international presenter, said: “The beauty of the breakfast sandwich is that you can get that 1950’s breakfast of eggs, toast, cheese and meat all in one and you can walk out the door if you want to."

One of the drives is Portability one of Foodservice Solutions 5P’s of food marketing. It is a driver because Americans are eating more breakfast meals in their cars than ever before according to Balzer, and author of the annual Eating Patterns in America.

Blazer said, “For breakfast we focus so much on coffee, which was always number one, but what has really changed in the America’s eating habits is the breakfast sandwich. When eating out, breakfast sandwiches now rank higher than coffee!"

Here are some numbers from Balzer's report: “People are getting their sandwiches on the go, rather than making them at home. For the year ending November, 2012, 46 percent of all breakfasts (excludes morning snacks….just breakfast) ordered at a restaurant include a sandwich. That number includes breakfast sandwiches, 34 percent, breakfast wraps, seven percent and burgers/other sandwiches, four percent. By comparison, 42 percent of all breakfast meals ordered at restaurants include coffee. The importance of the breakfast sandwich continues to grow. It is the fastest growing item at restaurants for breakfast. In 1989, 23 percent of all breakfasts ordered from a restaurant included a breakfast sandwich (this includes traditional sandwiches ordered for breakfast). By comparison, coffee is shrinking as a share of breakfast; 51 percent of breakfasts purchased at restaurants in 1989 included coffee. 

I recommend that if you like this you should purchase a copy of the full report by contacting kim.mclynn@npd.com. If success does leave clues others edifying Foodservice Solutions findings is one of them. 

Interested in learning how the 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization contact us via Email us at: grocerant@q.com or visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant

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About Steven Johnson

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Do you know who your competitors are today?  Do you know what they are selling? Do you know what your customers think of their food?  No? Well, maybe it's time to get a Grocerant Scorecard completed by the Grocerant Guru.

Steven Johnson is Grocerant Guru at Tacoma, WA based Foodservice Solutions® and a recognized food industry thought leader. Johnson excels at vertical brand and product positioning, marketing strategy and business development specifically identifying, quantifying and qualifying niche opportunity for global foodservice related activity.  He can help place new products in non-traditional channels of distribution.

 With an emphasis in grocerant niche, his focus has been on better for you food that is fresh or prepared ready-2-eat and heat-N-eat.  He developed and implemented of the 5 P’s for food marketing for all retail foodservice companies, including chain drugstores, grocery stores, QSR’s and particularly C-store clients.

 During the past 15 years he has developed over 7.5 billion Dollars in avenues of new business revenue for clients and companies. His experience has focused primarily on C-level sales and brand  building opportunity with industry leading international companies including: The Procter & Gamble Company, Papa John’s International, Minnesota Mining & Manufacturing, Chi Chi’s, TGI Fridays, Fuddruckers,  Food.com, Technomic, The Hartman Group.

 Prior to Foodservice Solutions, Johnson worked for the US Department of the Navy, where he led the development of Parcheesi’s Pizza Pasta Plus for global roll out and implementation including the development of the first dockside mobile pizza kitchen for use by the US Navy during the first Gulf War.

Johnson holds a Master’s of Science in Food Marketing degree with distinction from Saint Joseph’s University and a Bachelor of Art degree from the University of San Francisco. He is a member of Beta Gamma Sigma, the International Business School Honor Society.  Johnson has received numerous awards including 3 EMMEY; Awarded by 3M for “Outside the box” thinking and team leadership. Food Marketing Award; Awarded by Saint Joseph’s University, Outstanding Service Award issued by the Boy Scouts of America.

Don't get trapped doing what you have always done. Position your company with the evolving consumer. Interested in learning how Foodservice Solutions 5P's of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? That's simple, call for Outside Eyes call the Grocerant Guru. Email Steve at: Steve@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us for more information. Visit us at Facebook.com/Grocerant, Linkedin.com/in/grocerant or tweet Steve at twitter.com/@grocerant.

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