米国におけるレストランでの朝食機会

Abstract

This report explores the growing full-service restaurant breakfast market, in terms of market sales, major chains, and new items, as well as factors that will drive change in the market in upcoming years. As a result of the focus on full-service breakfast chains, the heart of the report is an exploration of family/midscale offerings. Attitudes toward brunch are likewise covered in Mintel' s proprietary consumer research.

This examination brings up an interesting conundrum-breakfast sales are rising rapidly, yet family/midscale chains show the slowest growth of any restaurant sector. This finding suggests that brand repositioning may be necessary for family/midscale operations to better capitalize on general growth in breakfast sales.

Working with the hypothesis that family/midscale marketing needs to shift from product-specific promotions to experience-based campaigns, Mintel uses party composition data from the Simmons NCS survey results. Mintel has also commissioned an exhaustive proprietary survey on breakfast attitudes. To provide potential for rethinking strategies in operations and marketing, this report explores the breakfast food and dining preferences of 1,100+ respondents who have dined out for breakfast in the last month at a full-service restaurant, and who average more than 3.5 full-service breakfasts and brunches out per month.

Demographic differences in attitudes are explored on the basis of age, gender, and race/ethnicity. Significantly, these three factors collide to make young minority males perhaps the most desirable single group for full-service breakfast. Based on the negative correlation between frequency of dining out for full-service breakfast and interest in nutrition, trends toward healthier eating and potential responses are explored in depth.

In addition, Mintel draws industry analysis from its own Menu Insights database, and sales data for the combined independent and chain markets from the Consumer Expenditure Survey. The Market Drivers section points to demographic shifts that are occurring in the U.S., allowing Mintel' s clients to maximize marketing efforts and appeal to growing consumer bases such as minorities and over-55s. The report also offers a lesson on what the full-service breakfast market can learn from the successful limited-service breakfast market, and finally addresses future trends that will affect sales in the next five years.

This is the first time that Mintel has analyzed the full-service breakfast market. Full-service restaurants are defined as any restaurant in which the patron pays after a meal, and orders and receives food while seated from a waiter or waitress. The report focuses on chain restaurants, rather than independents, though the research acquired applies to both sectors.

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data collection
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Highlights
• Health trends and the rise of ethnic foods
• Family/midscale chains specialize in FSR breakfasts
• Who' s eating FSR breakfast away from homeBreakfast behavior and preferences
• Black and Hispanic diners
• Long-term difficulties on the horizon
• Silver linings on future clouds
• Market Drivers
• Disposable income
  • Figure 1: Consumer expenditure on total food and food away from home as percentage of disposable income, 1985-2004
  • Figure 2: What one change would increase the number of times you eat at restaurants, 2005
  • Figure 3: Opinions toward budgeting for breakfast, by age, November 2006
  • Figure 4: Distribution of households, by income, 1999 and 2005
  • Figure 5: Change in number of households per income bracket, 1999-2005
• Factors decreasing personal income
• Dining out is a treat
  • Figure 6: Reasons for dining out, November 2005
• Celebrations
  • Figure 7: Opinions toward breakfast and brunch, by race, November 2006
• It' s a family affairFigure 8: Family dining for breakfast, by age, November 2006
• Novel and ethnic offerings
  • Figure 9: Incidence of enjoying foreign foods, 2001 vs. 2006
  • Figure 10: Attitudes to eating new food at breakfast, November 2006
• Medical research encourages eating a healthy breakfast
• Demographic change
  • Figure 11: Population by age, 2002-12
  • Figure 12: Chart: Population by age groups, 2002-12
  • Figure 13: Households with children under age 18, 2000-05
  • Figure 14: Population by race and Hispanic origin, 2002-12
• Market Size and Trends
• Market size
  • Figure 15: Total U.S. retail sales of FSR breakfast, at current and constant prices, 2001-06
• Market trends
• Mexican cuisine on breakfast menus
• Brew with flavor
• Healthy offerings
• Fresh from the bakery
• Competition from Other Restaurant Segments
• Introduction
• Repositioning the value offering of family/midscale restaurants
• Market Overview
• New product offerings
  • Figure 16: Selected breakfast menu additions, by named restaurant chain, 2006-07
• Advertising spend
  • Figure 17: Restaurant ad spending in the U.S., 2005
• Leading brands
• Denny' sAdvertising and promotions
  • Figure 18: Denny' s advertisement (Restaurant Chain)Waffle House
• IHOP
• Bob Evans and Mimi' s Café lternative marketing techniques
• Buffet Holdings (HomeTown Buffet, Old Country Buffet)
• Old Country Buffet advertising
  • Figure 19: Old Country Buffet advertising (Buffet Restaurant)
• Perkins Restaurant and Bakery
• Cracker Barrel Old Country Store
• Steak n Shake
• Golden Corral
• Big Boy
• Village Inn/Bakers Square
• Huddle House
• Shoney' sCountry Kitchen
• Weekend brunch
• The Cheesecake Factory
• Chevy' s Fresh MexO' Charley' sCopeland' s from New OrleansMarie Callender' sThe Consumer: Frequency of Patronage
• Key Points
• Weekday breakfast restaurant patronage
  • Figure 20: Weekday breakfast dining out in the past month, frequency by location, by age, November 2006
• Weekday breakfasts: 18-34s examined by race/ethnicity and gender
  • Figure 21: Weekday breakfast dining out in the past month, frequency by location, by age, gender, and race/ethnicity, November 2006
• Weekend breakfast restaurant patronage
  • Figure 22: Weekend breakfast dining out in the past month, frequency by location, by age, November 2006
• Frequency of eating brunch
  • Figure 23: Frequency of eating brunch out in the past month, by age and household income, November 2006
  • Figure 24: Frequency of eating breakfast out in the past month, by household size and employment, November 2006
• The frequent user
• Per capita average monthly use of breakfast and brunch
  • Figure 25: Frequency of FSR breakfast dining, and proportion of visits to chains vs. independents, by five demographic groupings, November 2006
• A Case for Healthier Menus
• Health appeal drives sales for competing fast casual sector
  • Figure 26: Attitudes towards restaurants, by gender, June 2006
  • Figure 27: Prevalence of overweight and obesity among U.S. adults, 1976-2002
• The difference between consumer claims and behavior
  • Figure 28: Opinions toward breakfast and brunch, by age, November 2006
• A consensus on what defines healthy food
• Moving beyond healthy to ethical dining
• Trended data supports increasing interest in healthy offerings
  • Figure 29: Consumer attitudes/opinions on breakfast foods, by year, March 2007
  • Figure 30: Opinions regarding food and dieting, by age, January-October 2006
• Gender
  • Figure 31: Opinions regarding food and dieting, by gender, January-October 2006
• Race
  • Figure 32: Opinions regarding food and dieting, by race, January-October 2006
• Income
  • Figure 33: Opinions regarding food and dieting, by income, January-October 2006
• Education
  • Figure 34: Opinions regarding food and dieting, by education, January-October 2006
• Presence of children
• Nutritional concerns
  • Figure 35: Breakfast and brunch nutrition, by age, November 2006
• Breakfast Preferences
• Key points
• Party composition
  • Figure 36: Party composition, by age, May 2005-June 2006
  • Figure 37: Party composition, by gender, May 2005-June 2006
  • Figure 38: Party composition, by marital status, May 2005-June 2006
• Menu choices
  • Figure 39: Breakfast and brunch food preferences, by age, November 2006
  • Figure 40: Breakfast and brunch food preferences, by income, November 2006
• Breakfast beverage choices
  • Figure 41: Breakfast beverage preferences, by age, November 2006
• How breakfast time is spent
  • Figure 42: Time spent eating breakfast and brunch, by age, November 2006
• Attitudes towards brunch
  • Figure 43: Opinions towards brunch, by age, November 2006
• New concepts in FSR breakfast
  • Figure 44: Special breakfast and brunch, by age, November 2006
• Restaurant loyalty
  • Figure 45: Breakfast restaurant loyalty, by age, November 2006
• Restaurant selection criteria
  • Figure 46: Important criteria for selecting where to have breakfast and brunch, by age, November 2006
• Racial and Ethnic Groups
• Introduction
• With whom breakfast is eaten, by race
  • Figure 47: Whom adults go to fast food/drive-in restaurants for breakfast with, by race, May 2005-June 2006
• Breakfast beverage choices, by race
  • Figure 48: Breakfast and brunch food preferences, by race, November 2006
• Breakfast food choices, by race
  • Figure 49: Breakfast and brunch food preferences, by race, November 2006
• Attitudes toward health and family when eating breakfast out, by race
  • Figure 50: Opinions toward breakfast and brunch, by race/ethnicity, November 2006
• Budgeting and eating breakfast out
  • Figure 51: Opinions toward budgeting for breakfast, by race, November 2006
• Attitudes towards brunch
  • Figure 52: Opinions towards brunch, by race/ethnicity, November 2006
• New concepts in FSR breakfast
  • Figure 53: Special breakfast and brunch, by age, November 2006
• Nutritional concerns
  • Figure 54: Breakfast and brunch nutrition, by race, November 2006
• Restaurant selection criteria
  • Figure 55: Important criteria for selecting where to have breakfast and brunch, by race, November 2006
• Teen breakfast out, by race/ethnicity
  • Figure 56: Teens (12-17) who go to FSRs for breakfast, by race/ethnicity, May 2005-June 2006
• Future and Forecast
• Future trends
• Boomers may favor casual chain brunches over midscale breakfasts
• Eliminating trans fats, and the search for healthier breakfast choices
• Internet access
• Pizza' s potential in the breakfast arenaBoomers to popularize flexible work schedules
• Local control for chain restaurants
• Potential growth for brunch
• Market forecast
• Full-service restaurant breakfast
  • Figure 57: Forecast of U.S. sales of full-service restaurant breakfast, at current and constant prices, 2006-11
• Forecast factors
• Appendix: Trade Associations