Banking on Breakfast

Nutrition is even brewing up in rather unlikely places. Take the Perfect Oatmeal from Starbucks—one of the chain’s most-successful product launches to date. “In the fall, we launched a portfolio of food options that were along the better-for-you guidelines which included whole grains, no artificial sweeteners or colors—purposeful nutrition with omega 3, fiber, protein,” says Lisa Passe, spokesperson, Starbucks.

Jamba Juice, known for its smoothies, likewise recently added oatmeal to its menu.

BREAKFAST FUTURES

Perhaps some clue to the future of breakfast can be found in the relative advantages and disadvantages experienced by QSR versus fast-casual and as outlined in a Chicago-based Mintel report on fast-casual restaurants from Aug. 2008. “More than two-thirds of fast-casual restaurant-goers also agree that fast-casual food is of higher quality than fast food,” it notes. “This increase in respondent affinity toward fast-casual may be due to expanding footprints and greater consumer familiarity with fast-casual offerings. Both account for strong growth in the category.” The report forecasts an 8.9% fast-casual growth rate for 2009, noting such restaurants will likely “weather the economic storm well.”

The Mintel report concludes with advice that can be translated into many formats and venues. Restaurants should “leverage their smaller size and specific focuses.” Also, “quality, taste and freshness are the minimum requirements for performance in the category. Nearly all consumers rate these as the most-important criteria in selecting a fast-casual restaurant. Innovating with menu variety and/or ambience, and connecting to quality, can do the trick.”

Only a clever combination of menu ingenuity, fine service, back-of-the-house efficiency and a strong appeal to consumer’s demand for nutrition, convenience and value will lead to success.

Kate Harrigan is a freelance writer and editor specializing in food and travel. She lives in Massachusetts.