Desired Elements of Breakfast Experiences by Dining Establishments
According to Technomic's latest Breakfast Consumer Trend Report, current consumer preferences for breakfast are centred around three main drivers: value, convenience, and food quality.
Value is a top priority, especially on weekdays (63%), compared to weekends (61%), although the importance of value on weekends has decreased slightly from 67% in 2021. There is also a growing demand for inexpensive breakfast options on weekends, rising from 22% in 2021 to 28% in 2025.
Regarding the dine-in vs. takeout trend, there is a slight shift away from takeout towards more dine-in visits at fast-casual and fast-food restaurants. Takeout and drive-in orders have declined, and operators can capitalize on this trend by encouraging add-ons and specialty beverages to increase average checks and profits.
When consumers choose off-premise breakfast, digital ordering such as online ordering and mobile payment dominates the off-premise experience, indicating the importance of technology in consumer convenience. Mobile payment has seen a significant jump since 2021, especially on weekdays.
Additional insights include the importance of menu innovation, with consumers attracted by more health-focused items and globally inspired flavours that provide new taste experiences. Nearly half of consumers still eat breakfast at home, so enticing them into restaurants requires innovation and quality.
In summary, consumers seek a balance of affordability, ease, and quality, with a rising preference to dine in while still expecting seamless digital ordering when opting for takeout. Mobile payment has seen a significant increase, especially on weekdays, and operators can leverage this trend to boost profits. The survey did not provide specific information about weekend trends in mobile ordering or mobile payment for breakfast. Breakfast data was collected by Technomic through an online survey of 1,500 consumers in October.
| Aspect | Trend/Preference | |----------------------------|----------------------------------------------------------------| | Value | Top priority, especially weekdays; demand for inexpensive options increased on weekends | | Convenience | Important, with digital ordering & mobile payments dominating off-premise ordering | | Food Quality | Attractive menu innovation, health-focused, and globally inspired flavours are motivating factors | | Dine-in vs Takeout | Slight shift toward dine-in visits; takeout and drive-in declining | | Digital Ordering | Key element for takeout breakfast consumers, supporting convenience and speed |
[1] Technomic, Breakfast Consumer Trend Report, 2022.
- To cater to the evolving preferences of consumers, restaurants might consider menu innovation, offering more health-focused items and globally inspired flavors, as these provide new taste experiences that attract customers.
- As lifestyle habits lean towards a blend of affordability, ease, and quality, there is a growing appeal for food-and-drink establishments to offer home-and-garden-style ambiance, integrating comfort and convenience for their patrons.
