Foodservice Equipment Reports

Breakfast Restaurant Visits Rose 3% In 2013 As Lunch And Supper Traffic Fell

Visits to restaurants during breakfast now account for 21% of all restaurant occasions, according to CREST data from The NPD Group, which released meal-period traffic breakdowns for 2013 on March 11.

Breakfast visits jumped 3% last year, the third consecutive year of gains for the meal period, to more than 12.5 billion occasions. In comparison, both lunch and dinner traffic fell 1% each and now account for 34% and 31% respectively of all occasions. Both periods saw 1% gains in 2012. Visits during afternoon snack hours rose 1% in ’13, after falling 1% in ’12, and now account for 14% of traffic. Overall traffic at all restaurants was flat last year, after rising 1% in 2012, the first traffic gain since the beginning of the Great Recession.

Quick-service concepts saw a 4% gain in breakfast visits last year and now account for approximately 80% of all breakfast traffic. QSRs took shares from midscale/family dining concepts, for which breakfast is a key meal period. Traffic fell 3% last year at such concepts.

“Breakfast continues to be a bright spot for the restaurant industry,” said Bonnie Riggs, NPD restaurant analyst, “as evidenced by the number of chains expanding their breakfast offerings and times.”

Information on The NPD Group foodservice research products is available at npd.com.

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