The occasion opportunity

Traditionally breakfast has been a home-centred meal - a quick way to start the day before heading to work or school. But as lifestyles shift and dining habits evolve, breakfast has begun to emerge as an exciting and growing opportunity for out-of-home (OOH) eating.

Studies show that pastries lead the market in OOH breakfast sales, with brands like Greggs gaining significant popularity in recent years. From a quick coffee and pastry or sausage roll on the way to work to a relaxed brunch with friends or a protein-rich smoothie, breakfast presents food businesses with a prime opportunity to creatively meet consumers’ evolving tastes and needs.

Changing Lifestyles Are Driving Breakfast on the Go

With increasingly busy schedules, many people are finding less time to sit down for a full breakfast at home. As a result, they’re seeking convenient, nutritious, and affordable breakfast options that fit seamlessly into their morning routines. This shift has created a prime opportunity for OOH dining establishments to step in and offer solutions that cater to these busy lifestyles.

Businesses that can provide high-quality, quick, and easy breakfast options stand to capture this demand. Offering options that customers can easily grab on the way to work or during a morning commute—such as breakfast wraps, protein-packed smoothies, or even overnight oats—is a fantastic way to align with their needs.

Health and Wellness Trends Are Driving Breakfast Demand

Consumers are more health-conscious than ever, and breakfast has become a focal point for nutritious eating. People increasingly look to breakfast for protein, fibre, and vitamins that can fuel their day.

Food establishments can take advantage of this trend by creating breakfast menus that emphasise wholesome, nutrient-dense ingredients and cater to various dietary needs. Offering items like açaí bowls, avocado toast, protein pancakes, and cold-pressed juices not only attracts health-focused customers but also differentiates your menu from competitors who may still be focused on traditional, less health-centric options.

The Rise of Brunch Culture

Brunch has taken on a life of its own, becoming a celebrated social event that extends breakfast into late morning and early afternoon. For many consumers, weekend brunch is now a tradition, and they’re willing to pay more for this experience. Brunch combines the best of breakfast and lunch and has proven extremely popular with customers using it as a chance to connect with friends, enjoy unique foods, and share their experiences on social media.

Businesses can leverage brunch culture by offering creative, photo-worthy menu items. By providing a brunch experience, establishments can drive foot traffic and increase meal occasion frequency.

Leveraging Coffee Culture

Coffee culture is booming, and for many people, it’s synonymous with breakfast. Specialty coffee shops have made coffee an experience, drawing customers in for more than just a caffeine fix. Ensuring you can cater to all with plant-based milks and dairy alternatives will only help to increase numbers through the door.

Consumers see coffee as an affordable indulgence, making them more likely to treat themselves to a breakfast item alongside their drink. 

Capitalising on Seasonal and Limited-Time Offers

Many people associate breakfast with comfort and seasonal flavours, making breakfast an ideal opportunity for limited-time offers. Think pumpkin spice for Autumn, peppermint in the winter, or fresh berries in the summer—these seasonal flavours add excitement and drive customer interest.

By introducing limited-time breakfast items, businesses can create a sense of urgency. Seasonal offerings are also highly “Instagrammable,” making them a valuable tool for attracting digital-savvy consumers who love to share their experiences online. With a steady flow of recipes being added to seed-bank, you'll never run out of new ideas and inspiration.

Embracing Breakfast as a Growth Opportunity

The breakfast segment is rapidly evolving from a simple start to the day into a vibrant meal occasion with massive potential. By understanding and adapting to the modern consumer’s needs - whether that’s health-conscious options, grab-and-go convenience or brunch experiences, out-of-home food businesses can position themselves as leaders in the breakfast space.

For those willing to innovate, breakfast offers a golden opportunity to stand out in a crowded market and capture a loyal customer base. So, as consumer habits continue to evolve, now is the time to wake up to breakfast as a prime out-of-home eating occasion.