QSR June 2022

| BREAKFAST | fresh ideas The Breakfast Bounce Back A category crushed by the

pandemic is finding new legs. BY AMANDA BALTAZAR

Tacodeli’s Veggie Nut Chorizo has been a hit with guests.

B efore 2020, breakfast paced along at a healthy clip. It was growing 15 percent and, generally, quicker than other segments, according to The NPD Group. In no short part, quick-service brands fueled the movement as the “breakfast wars” crowded, with Wendy’s imminent entry representing one of the year’s biggest headlines. Per research from Coca-Cola, two main tenets of evolution were at work: One, it had begun to shift from an early morning ritual into an all-day affair; and two, flavor profiles were reflecting broader trends. Namely, a greater demand for spicy ingredients,

global flavors, and vegan or vegetarian dishes. And while all of this evolved, innovation laid runway. Delivery, menu expansion, subscriptions, and breakfast LTOs all became common levers for operators. However, breakfast, alongside late-night, were the two sharp est struck dayparts from COVID’s disruption. New at-home habits emerged as employers moved to remote work, cutting off coffee and breakfast commuters. Morning family meals became the norm as schools went virtual. Comfort food at breakfast also solidified as quick fixes, like toaster waffles, were no longer essential on the

TACODELI

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