While there might be no such thing as a free lunch, sometimes there’s a free breakfast. At least that’s true in many workplaces where businesses are placing breakfast catering orders to incentivize staff to return to offices, thank clients for their support, or simply host a morning meal. Whether it’s a box of pastries in the break room or a full-service hot buffet, group breakfast has rebounded.
Research indicates that feeding employees can help companies attract and retain workers. An October 2022 survey by ezCater found that 65% of seasonal workers, such as in retail and warehouse settings, say their decision to stay with their current employer or to return next year would be positively influenced by free meals at work. Also, 40% of workers say free, catered meals make them more productive.
Foodservice operators are seeing increases in orders for breakfast catering, and are answering demands for innovative breakfasts. From quick portable handhelds to elaborate pancake and waffle extravaganzas, these breakfast offerings are appearing in more offices and other workplace settings.
“Demand is currently on the rise,” says Mike Sebazco, president of Famous Toastery. He adds that the breakfast and brunch concept is fielding “more inquiries regarding availability, customization, and capacity than any time even prior to Covid.” The most popular breakfast banquet package for the Charlotte, North Carolina-based brand is flavored pancakes, eggs, bacon, and sausage.
One driver of demand for Famous Toastery’s catering is that employers are placing an emphasis on rebuilding their office culture. “Folks are returning to the office and being enticed from remote schedules,” Sebazco says. “The at-work breakfast gathering is a nice touch, and it’s on us to be as easy as possible to make this an executable and enjoyable experience.”
Some companies are ordering as frequently as once a month and making these types of work events part of their “organizational cadence,” Sebazco says. The breakfast orders are for special events, quarterly meetings, or vendors treating current or potential clients.
Fueling growth
In addition to offices, other workplaces are ordering catering. Sunny Street Café is getting orders from retail fulfillment centers to feed overnight and morning workers, especially during the busy holiday shopping season. “Everybody is ordering online,” says Mike Stasko, vice president of brand strategy. “We can feed third shifts because we are open early in the morning.”
The Columbus, Ohio-based brand spent six years setting up a full-service catering program, then spent part of the pandemic wondering if catering would return. “We doubled down and kept salaried employees in catering,” Stasko says. The move paid off. “Catering exploded. We have had incredible growth the last two-, two-and-a-half years.”
At first, most of the corporate orders were for boxed breakfasts with a sandwich or burrito and a side of fresh-cut fruit. The individual breakfasts, packed in compostable boxes, were popular during the pandemic. “You didn’t want shared utensils and food out in the open,” Stasko says. “Everyone was really cognizant of having no cross contamination.” While those are still popular, today companies are ordering the hot breakfast buffet, which can include pancakes, eggs, biscuits, fresh fruit, and sauces. The buffet is popular because it offers variety, and employees enjoy walking down the buffet line and customizing their breakfasts.
At Paris Baguette, breakfast is the most popular meal for catering orders, and the daypart is seeing growth. “We have more guests placing breakfast catering orders year over year,” says CEO Darren Tipton. “Orders are up 140% over 2021.”
The South Korean chain, which has U.S. operations based in New Jersey, offers Mini Pastries, Croissant Sandwiches, Mini Fruit Bites, Assorted Pastries, Fruit Bowl, and Baguette Sandwiches. The most popular catering package includes Mini Croissant Sandwiches, Mini Pastries, and a Coffee Tote. In addition to office meetings, the bakery and café chain gets orders for teacher appreciation events.
Handheld breakfast
Sweet and savory breakfast pastries are in demand at Kolache Factory, which offers a variety of stuffed rolls such as potato, egg and cheese; bacon, egg, and cheese; sausage, egg, and cheese; as well as sweet items such as cream cheese or fruit. The most popular morning orders are the Breakfast Tray of 24 kolaches, and the Standard Party Tray of 36 kolaches. The quick-service bakery chain is based in Katy, Texas.
Jenni Smith, owner of the Kolache Factory franchise location in St. Louis, has seen an increase in breakfast orders. “There has definitely been a drive for larger orders,” she says. “Just this morning we went through 25 orders of trays.” They were all call-ahead orders that customers picked up before 7 a.m, and Smith also delivers catering orders.
For Smith’s location of Kolache Factory, the breakfast orders satisfy a variety of settings. She has fielded orders for a creative workspace for entrepreneurs, hospital departments feeding staff members, university student groups holding weekly meetings, and real estate agents feeding clients or staff. “We also see people come in and grab a dozen for their office to share, or for meetings or things like that,” Smith says. “It’s booming.”
Catering is also booming in the breakfast sandwich category. At Yampa Sandwich Co., demand for breakfast catering has increased during the past few months, according to David Pepin, co-founder and chief brand officer. “Most of the orders are coming from surrounding offices who have early meetings and are looking for breakfast to fuel their meetings,” he says. “Typically, we see orders placed by office administrators, while other times orders are placed from outside sales representatives who are treating a company or group while making monthly sales visits.”
Also ordering breakfast are weekend groups such as churches and club athletics. The most popular catering package for the Denver-based Yampa Sandwich Co. is the Breakfast Combo Tray, which includes six hot breakfast sandwiches and six freshly made yogurt parfaits. Customers typically also order freshly brewed coffee and some bottled juices.
Growth in breakfast catering could continue, especially among employers seeking to attract workers back to the office. According to a report from the videoconferencing company Owl Labs, 94% of workers say they can be convinced to come to the office. When asked which perks would help, the top response (38%) was if the employer paid for commuting costs. Also among the top responses, however, was free or subsidized food or beverages, by 28% of respondents.
