The Breakfast Club


Apparently breakfast is the most important meal of the day for fast food purveyors. As of late, it’s a battle out there for morning tastebuds and dollars. Breakfast represents a lucrative growth opportunity in the fast food market – and also a way to capture the most coveted demographic – Millennials. This is perhaps best exemplified by Taco Bell’s Waffle Taco – designed for one-handed eating while the other hand manages the cell phone. Seriously.

McDonald’s isn’t taking the assault on the Egg McMuffin lying down. For the next few weeks, coffee is free every morning – a lure to get consumers in during the morning rush and chance to offer breakfast with that. And there’s word that the fast food Goliath is considering extending its breakfast hours – an unthinkable alteration to the sacred and magical 10:30 a.m. changeover time. This is in response to the strong brunching trend – especially among Millennials.

I also believe another trend is coming into play that we’ve seen in recent research we’ve done for clients, as well as in our study on the concept of Healthy. Increasingly wellness-aware, consumers are seeking out more sensible quick dining options in the morning and beyond. In response, egg whites, oatmeal and yogurt parfaits can be found at McDonalds, Dunkin Donuts and Starbucks. Even Subway. And thanks to coffee being a day long beverage, Dunkin Donuts has been ahead of the curve with an all-day menu of healthier breakfast-themed alternatives.

Ok, so maybe that Waffle Taco is the outlier when it comes to the healthy trend. But, boy! Does that darn thing look good!


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