QSR breakfast traffic jumps, while lunch and dinner visits decline

March 11, 2014

U.S. consumers cut back on their restaurant visits at lunch and dinner in 2013, but increased their visits at breakfast for the fourth consecutive year, according to The NPD Group. More than 12.5 billion breakfast visits were made to U.S. foodservice outlets last year, a 3 percent gain over year ago.

According to a news release, the QSR segment, which accounts for about 80 percent of total restaurant morning meals, showed the strongest increase in breakfast visits of all restaurant segments with a 4-percent increase in the year ending December 2013 period compared to year ago, reports NPD.

Conversely, morning meal visits to midscale/family dining restaurants declined by 3 percent.

The NPD Group also conducted a study about the future of foodservice, which shows that total restaurant morning meal visits are forecast to grow by 7 percent throughout the next nine years. Quick-service breakfast traffic is expected to increase by 9 percent.

"Breakfast continues to be a bright spot for the restaurant industry as evidenced by the number of chains expanding their breakfast offerings and times," Bonnie Riggs, NPD's restaurant industry analyst, said in the release. "A restaurant morning meal serves a variety of needs. In addition to helping us jump start our day, it satisfies the need for convenience, is less costly than other restaurant meals, and is readily available to us."

Topics: Trends / Statistics

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