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It’s Breakfast All Day for Homebound Consumers
Poll finds people are eating breakfast foods more often during the pandemic. A new survey finds people are eating breakfast foods more often during the pandemic.
WGB Staff
March 22, 2021
2 Min Read
Photograph: Shutterstock
Consumers are eating more breakfast foods than usual—and all day, for that matter—during the COVID-19 pandemic, according to a recent nationwide survey of more than 2,000 adults by The Harris Poll and General Mills Foodservice, which offers tips for foodservice operators to enhance their breakfast offerings.
Nearly a quarter of Americans (24%) report eating more breakfast foods during the pandemic, and nearly 4 in 5 (79%) have eaten breakfast foods outside of the traditional daypart in the past year, the survey found. Breakfast foods for dinner is most popular with consumers, at 59%, followed by lunch (49%), as a snack (39%) and for dessert (20%).
Reasons for this change in eating habits include having more freedom in what and when they eat (52%), craving their favorite breakfast foods (37%) and wanting to eat something that brings them joy (33%).
“Consumers’ love of breakfast is strong, giving chefs and foodservice operations the chance to reimagine breakfast,” said Mark Harmon, who analyzes consumer insights for Minneapolis-based General Mills Foodservice.
The company shares several tips for foodservice operations to appeal to these changing eating habits, while showcasing breakfast as a profit driver across dayparts:
Serve breakfast all-day with a special menu of morning favorites or a signature breakfast item of the day.
Offer menu items with a breakfast flair (a grilled cheese doughnut), or give traditional breakfast foods a new twist (biscuit avocado toast, cinnamon roll waffles). More than half (66%) of consumers said they love creative twists on breakfast menu items, according to the survey.
Introduce a menu of dessert items, or “bresserts,” made from familiar breakfast items (cinnamon roll cobbler, strawberry scone shortcake, ice cream waffle sandwiches, birthday cake pancakes).
Offer “take and bake” options for breakfast foods (tray of cinnamon rolls or muffins, a breakfast casserole to-go).
Bundle breakfast foods together for a family brunch meal kit (biscuits and gravy, pancakes with sausage or bacon and fresh fruit, breakfast sandwiches with yogurt parfaits).
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