Waking up breakfast sales

The industry’s giants are in full battle mode, with McDonald’s, Taco Bell, Burger King and other QSRs publicly duking it out for a bigger piece of the $30 billion breakfast pie. According to the Breakfast Insights for Champions report released last month by Chicago-based Food Genius, a data-research company for the food industry, availability of breakfast away from home has been steadily increasing during the past year. In fact, growth increased 13% in just the last nine months. The quick-service segment is the most active, confirms the report; casual and fine dining are significantly underrepresented.

So what exactly are consumers looking for when they stop by a QSR or fast-casual restaurant for breakfast in the morning? During the week, speed and portability rule, finds the 2013 Breakfast Consumer Trend Report published by Chicago research firm Technomic. Customers grabbing breakfast to go want a handheld option that they can eat in the car or at their desk. Breakfast sandwiches still are the most popular, appearing on 42% of menus, says Food Genius, but inventive restaurant operators are taking the a.m. sandwich in new directions—or abandoning the bread altogether.

Pizza for breakfast

Though atypical for a pizza concept, 19-unit fast casual Uncle Maddio’s is testing a breakfast program in its Charlotte, N.C., location. “A large number of people pass through the Bank of America building where we’re located, and the Chick-fil-A next door does a lot of breakfast, so we wanted to try it,” says Alex Cook, vice president of operations, research and development and corporate training.

Pizza is not a usual breakfast choice, so Cook developed a commuter-friendly alternative called the Break-Zone ($3.99). Like a calzone, fresh pizza dough is folded to enclose a filling that includes scrambled eggs, cheese and ingredients such as bacon, sausage, onions and peppers. All the products except the eggs already existed in Uncle Maddio’s inventory.

“The Break-Zones are all prepared and baked to order and ready in 4 to 5 minutes,” Cook says. The new breakfast menu—which 85% of customers order to go—also includes breakfast pizzas and paninis, Cook says. In four months, breakfast business in Charlotte is trending positively and consistently every week, Cook adds, and Uncle Maddio’s plans to expand the menu to airport locations. “The biggest challenge is getting people to realize that a pizza concept can align with breakfast,” he says, adding that the Charlotte crew is doing a good job of promoting it through coupons and POS materials.

A healthy start

Dallas-based Corner Bakery Cafe already is aligned with breakfast in consumers’ minds, but the menu is constantly evolving at its 167 locations. “We always look at portability when developing breakfast items,” says Ric Scicchitano, senior vice president of food and beverage. “Monday to Friday breakfast is all about convenience.” Health also is key. “At least one in four culinary decisions has to have a healthy twist,” he adds.

These two considerations come together in Corner Bakery’s top-selling Power Panini Thins. The three versions—Applewood Smoked Bacon, Chicken Apple Sausage, and Avocado and Spinach ($3.50 to $4.25)—are grilled on thinly sliced whole-grain bread and boast 22 grams of protein. They’re filled with scrambled eggs and contain less cheese and carbs than the chain’s traditional breakfast paninis. “We’re rolling out a gluten-free bread so guests with sensitivities can customize the items,” Scicchitano says.

Two new breakfast smoothies, launched in April, also are in sync with Corner Bakery’s healthy, portable priorities. The Orange Carrot Ginger Smoothie and Four Berry Smoothie ($3.99) both deliver four daily servings of fruit and contain no added sugar; guests can opt for a yogurt protein boost that adds six grams of protein.

Breakfast in a bowl

In the last few years, oatmeal has become a widespread breakfast option at QSRs and fast casuals. Now grab-and-go bowls are moving beyond hot cereal. On-The-Fly, the takeout arm of the 13-unit Flying Biscuit Café, headquartered in Atlanta, offers a selection of breakfast sandwiches on made-from-scratch biscuits, but the Creamy Dreamy Breakfast Bowls ($4.99 to $5.99 with a biscuit) are the most popular to-go item. The bowls are made with grits, prepared with light cream and white cheddar cheese, then topped with chicken sausage, bacon, shrimp or fried green tomatoes.

For $2.50 more, customers can order a combo meal, which includes a side of potatoes or fruit and a beverage. “The combos not only offer our customers good value, they boost the breakfast ticket,” says Brent Fuller, brand leader of the chain. Since breakfast is served all day and breakfast items account for 70% of sales, that extra $2.50 can be a good chunk of change.

Breakfast bowls are an appealing way to menu health, says Sabrina De Sousa, partner in New York City’s 20-seat Dimes café, where 25% to 30% of business is takeout. Her Brazilian heritage prompted De Sousa to create several açai breakfast bowls ($8.50 each), made with the high-antioxidant açai berries native to Brazil. The Strawberry Açai bowl is a blend of strawberries, açai and bananas, topped with housemade granola and bee pollen. Another breakfast item is Chia Pudding ($8), made with chia seeds soaked in mashed bananas and almond milk. “Both have turned into real crowd-pleasers,” De Sousa says.

Waffles are king at the castle

White Castle has been a morning player for 30 years, with most of its 401 stores selling breakfast from midnight to 10:30 a.m. Egg-bacon-and-cheese sandwiches are a breakfast favorite, but so are its iconic sliders.

Capitalizing on that signature size—and the red-hot waffles trend—the Columbus, Ohio-based chain launched Belgian Waffle breakfast sandwiches in April. 

Belgian Waffle breakfast sandwich with bacon; $1.99

1. Right to the source

Seeking a distinctive waffle for the LTO, the chain looked abroad. “Belgium is known for its waffles and has one of the highest densities of castles,” says Jamie Richardson, White Castle vice president. “That tie-in with our brand made it a natural to use Belgian waffles.” The team found a supplier in Brussels able to produce a Brussels-style waffle (known as Belgian waffles to U.S. consumers) to White Castle’s specs.

2. How sweet it is

Authenticity, flavor, texture and size all were important criteria. “The waffle had to have the right level of sweetness to pair well with the savory taste of eggs, bacon, ham or sausage,” Richardson says. A hint of vanilla does the trick. As far as texture goes, the supplier is producing the slider-size waffles on old-fashioned gas-fired waffle irons to create a traditional crispy, irregular edge and a bit of crunch.

3. Layers of flavor

The waffles are shipped frozen direct from the supplier to each unit and toasted to order. Scrambled fresh eggs and American cheese go on next. Guests have the choice of a sausage patty, ham or bacon—all of which already were in inventory. “It’s a pleasing contrast of crisp texture, hot eggs and melted cheese,” Richardson says.

4. Chicken for breakfast

Breakfast customers also can order a Chicken and Waffle sandwich ($2.79), which is served all day. The Southern-inspired recipe features breaded chicken breast, Belgian waffles, creamy gravy and a sprinkle of bacon crumbles. 

5. Morning win

Several waffles were tested on consumers during the R&D process. “We learned that texture was very important,” Richardson says. “Consumers didn’t want soggy, limp waffles. And they had to be a cut above supermarket products.” A number were nixed. Chicken patties also were a no-go; consumers prefer chicken breast fillets. And variety scored points—the rationale for creating a few different sandwiches.

What’s next

The signature slider size remains a priority at White Castle. Going forward, “we are looking at intensely flavorful lunch sandwiches that are shareable and will take you to other parts of the world,” was all Richardson would reveal.