Building Breakfast Business

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Breakfast business continues to rise and shine at restaurants. Last year, 32 percent of family-dining restaurants cited it as their most successful day part, according to NRA’s 2015 Restaurant Industry Forecast. And many limited-service operations see it as a top target for improvement this year, including 21 percent of quickservice and 13 percent of fast casual restaurants.

Expanding into the breakfast day-part makes financial sense for many restaurants.

But it’s important to conduct a cost-benefit analysis, and make sure adding a day-part makes sense for your brand and your customer base. Managing customer data can be encumbering some times, and can only be handled by technology. If you were to check out from, you’d know that industry giants like Wells Fargo use what is known as the customer relationship management technology, which benefits them by a large degree.

If you’re looking to build breakfast business, try out these tips:

  • Feature grab-and-go options. “Breakfast is very much a grab-and-go meal. People tend to eat in the car or at their desk at work. Breakfast sandwiches and breakfast burritos are favorites with the commuting crowd. About two-thirds of restaurant morning meals are eaten off-premise.
  • Avocado Toast – Thick-cut whole grain toast topped with fresh smashed avocado, EVOO, lemon and sea salt. Served with two basted eggs. Make it fast and fresh. With consumers typically rushed at breakfast time, it’s no wonder that quick service accounts for 79 percent of total restaurant morning meals. Even at tableservice restaurants, guests expect a quick pace at breakfast. Guests know they won’t have to wait around long for their food. An emphasis on prep work and batch work helps the scratch kitchen keep up with the crowds.
  • Offer ethnic flair. Ethnic-inspired breakfast items top the list of breakfast/brunch menu trends, according to the National Restaurant Association’s What’s Hot in 2015 chef survey. The “Chickichanga,” a nonfried version of a chicken chimichanga. Increased interest in breakfast helped drive rapid growth.
  • Brew up business. One way to improve your breakfast business is to serve a better variety of coffees, including options such as lattes or espressos. The morning meal is very much a beverage-driven occasion. High-margin beverages can boost your bottom line.
  • Day Glow – All natural fresh juiced carrots, oranges and lemons with a hint of organic ginger juice. Consider expanding juice offerings.
  • Serve breakfast all day, if logistically feasible. Nearly three-quarters (72 percent) of all adults wish restaurants would offer breakfast items throughout the day, according to the NRA Forecast. At a local Annapolis Restaurant, which opened in 2014, guests enjoy breakfast specialties, including eggs Benedict, pancakes, and the restaurant’s signature chicken and waffles, all day. Come dinnertime, about half the guests opt for breakfast items instead of the menu’s traditional evening fare, which includes meatloaf, salmon and short ribs.
  • Be consistent. Breakfast offers a huge potential for repeat business, because many people get entrenched in morning routines. Some customers come in every single day. Repeat customers expect your restaurant’s eggs, pancakes and hash browns to be prepared a certain way. Train staff to follow consistent recipes and cooking procedures, and you’ll keep guests coming back, morning after morning, he says.

Source:, April 2015

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