Pub operators missing out on growing breakfast and brunch sales

By James Beeson

- Last updated on GMT

Sales opportunity: about 2.6m adults now eat out of home between 10am and midday
Sales opportunity: about 2.6m adults now eat out of home between 10am and midday

Related tags Breakfast

Pubs are failing to capitalise on the ‘third space’ opportunity provided by breakfast and brunch, according to a new report.

The Future of Breakfast: An Insight Report 2017​, launched by potato brand Lamb Weston, highlights the missed opportunity for pubs to capitalise on the increasing trend towards eating out at breakfast.

An estimated 2.6m adults now eat out of home between 10am and midday, up from approximately 1.3m adults in 1974. However, just 12% of Brits eat breakfast in a pub every month, with hotels, cafés and restaurants proving more popular among consumers.

This is despite 58% of people saying breakfast is the most important part of the day, and 67% of people thinking it is important for pubs to have breakfast options on their menu.

The report highlights the opportunity for pubs around breakfast and brunch, with 34% of UK adults now viewing it as a viable alternative to lunch or dinner for business meetings, which increases to 44% in London.

Breakfast opportunity for pubs

Lamb Weston’s country sales manager for UK & Ireland said that operators needed to “shape up their offers” in relation to breakfast and brunch.

“The UK breakfast and brunch market is experiencing a big boom, with 58% of people now seeing it as the most important meal of the day and as a crucial element of a venue’s offer,” he said. “The times and occasions for breakfast and brunch are also evolving with breakfast no longer viewed as a functional meal to start the day but as a sociable, indulgent occasion.”

“Breakfast is a large and innovative market, presenting a great opportunity for pubs to diversify their offer and grow. Operators needs to shape up their offers to capitalise on this significant opportunity.”

Millennials are the key drivers behind the trend for breakfast and brunch out of home and are the most likely to eat it on a monthly basis across all types of hospitality venues. Some 48% of 18 to 24-year-olds eat breakfast in cafés, restaurants or pubs once or twice a month or more, while 41% of 25 to 34-year-olds do the same.

Indulgence key at brunch

The report also outlines breakfast/brunch’s position as a sociable, indulgent event with these occasions being driven by women, with 58% of females saying they like to indulge when eating out for breakfast and the same number also viewing breakfast as a social occasion.

The right breakfast/brunch offer also helps drive outlet loyalty and could help pubs secure repeat custom, with 41% of women saying if they find somewhere they like for breakfast/brunch they will visit regularly.

While consumers are more health conscious than ever before, when it comes to breakfast/brunch indulgence is a key factor for 55% of people when selecting breakfast dishes, rising to 66% for 18 to 24-year-olds.

When it comes to menu options, the full English breakfast was the dish most likely to be selected in pubs, restaurants and cafés by those surveyed.

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