Looking to enhance sales for your breakfast day part? Improve your coffee offering, researchers say.
Consulting and market research firm CustomersDNA’s founder Dave Jenkins disclosed last January key drivers that would help restaurants become more competitive, especially if they’re looking to improve sales for their breakfast day part.
Jenkins revealed that in 2011, 64% of Americans have visited a fast-food restaurant at least once to have breakfast. He added that this number is not anticipated to grow; meaning restaurant severs, in their superior restaurant aprons, will have to focus more on keeping these morning customers, most especially the “dual” ones who buy both hot beverage and food. Dual customers visit restaurants for breakfast 11 times per month on the average.
“Customers are set on their ways and are not likely to change their morning habits anytime soon,” said Jenkins. “We don’t see any further growth in that 64% number who goes to restaurants to take their morning meal; but there’s hope in developing that 10% of the country’s population who takes their breakfasts at coffee houses and restaurants, seeing that they’re remarkably consistent.”
The idea is to steal market share from those who are already in the field, playing the game. Wendy’s and Taco Bell, for instance, plan to launch breakfast items in their locations all over the country; but they should be geared up to steal substantial market share from Starbucks Coffee, McDonald’s, Dunkin’ Donuts and Subway.
And to be able to do so, Jenkins emphasized the need for a comprehensive marketing approach and a solid coffee program.
Jenkins recalled how McDonald’s, Dunkin’ Donuts, Starbucks and Subway poured out their efforts towards good marketing last year. McDonald’s spent a lot promoting and developing its McCafe program just to be able to fend off Starbucks and Dunkin’ Donuts, while the latter (Starbucks and Dunkin’) rolled out new food offers just so they can compete with McDonald’s. Subway did the same, too.
“Those who didn’t make any effort naturally lost their market share for the breakfast day part,” he added.
For operators who continue to find ways to increase their restaurant sales, this indeed makes sense. It’s been reported last year that there are 31 million Americans who skip breakfast at home, and restaurants are advised to tap into breakfast opportunities (you can click here to check on results of study). Dunkin’ Donuts took time developing their hot coffee and espresso range, offering cappuccino, espresso, latte and iced latte. McDonald’s also came up with almost similar varieties – cappuccino, latte, premium roast and proceeded to more by developing their frappe range of different flavors: mocha, peppermint mocha and caramel mocha.
But when it comes to coffee, everyone can take inspiration from Starbucks, whose baristas in cool restaurant aprons has a wider array of choices for their coffee-loving customers —in addition to the usual (cappuccino, latte, café mocha, espresso); they currently have Caffe Americano, Caramel Macchiato, Cinnamon Dolce Latte, Espresso Con Panna, Espresso Macchiato, Flavored Latte and Skinny Caramel Macchiato.