Sponsored by WK Kellogg Co
This white paper explores how consumer habits around breakfast have shifted from traditional patterns. Today, breakfast is not confined to specific times, dining formats, or experiences. This shift reveals opportunities for operators to adapt to consumer preferences, which now emphasize emotional value over mere functionality in food choices. Consumers increasingly seek flexibility in when, where, and how they enjoy breakfast. Since 2021, more food operators have noted that their customers prefer to order breakfast items outside of the typical breakfast hours as well as during the morning daypart. This is especially evident on weekends, with a notable rise in people eating breakfast after 10 a.m. and the growth of brunch culture. This presents opportunities for non-traditional breakfast offerings, according to industry insiders and partners as well as scientific research.
The concept of breakfast has also evolved into snack-sized portions. More customers not only favor all-day breakfast, but many also enjoy eating breakfast foods as snacks throughout the day. Many prefer smaller breakfast meals or portable snacks, further driven by the increase in on-the-go eating. For today’s consumers, food has taken on new meanings. Dining is no longer just a task but a source of excitement with no schedule or time limit. With a growing interest in fusion flavors and nostalgic experiences, retro food items are making a comeback as well, appealing to older generations while also attracting Gen Z consumers. This presents an opportunity to link classic breakfast offerings with modern twists.
Self-expression through food is another rising trend, with consumers choosing food as a way to reflect their personalities. Food as a means of self expression, and food brands becoming more personality-driven has created a more emotional way of interacting with food for many consumers. Additionally, creativity in menu offerings—such as unique flavor combinations and regional-global fusion dishes—has become key to attracting modern consumers. This white paper highlights how operators can leverage these shifts by offering more flexible, snackable, and emotionally resonant breakfast options to entice and intrigue consumers leading to an ultimate increase in traffic, talk value, and profit.
