美國餐飲服務市場的早餐趨勢 是由出版商Packaged Facts在2010年08月所出版的。
這份英文市場調查報告書包含150 Pages 價格從美金3995起跳。
本報告，分析消費者對早餐的行動，並彙整在餐廳用早餐的概要、便利性、菜單、購買時的健康因素的重要性等，由下列摘要形式闡述。
第1章 報告摘要
第2章 宏觀經濟分析
- 餐廳的業績看起來雖活絡，但正面的最新動向只是一時的
- 影響餐廳業績的宏觀經濟因素
第3章 餐廳的使用與今後的展望
- 在家用早餐牽引市場
- 餐廳的使用與使用頻率
- 在餐廳用早餐
第4章 業績分析
- 市場規模與概要
- 時間帶別的餐廳業績動向
- 時間帶別支出動向
第5章 早餐趨勢、技術創新與策略
- 早餐與QSR增進早餐的價值
- 家庭餐廳增加每日的價值
- 便利商店的動向
- 『咖啡』點餐
- 三明治獨佔了早餐的菜單
- 健康菜單
第6章 早餐用餐廳的選擇分析
第7章 早餐菜單選擇分析
第8章 咖啡愛好者：習慣、使用、態度
- 愛好者
- 早餐的重要性
- 選擇餐廳的類型
- 餐廳的平均使用頻率與支出
第9章 餐飲品牌分析
- McDonald's
- Burger King
- Wendy's
- Starbucks
- Bob Evans
- Cracker Barrel Old Country Store, Inc.
- Denny's
附錄
Abstract
The recession is reshaping how consumers interact with the restaurant
industry, and the breakfast daypart is no exception: value pricing remains at
the forefront of menu strategies, as growing guest checks often takes a
backseat to generating guest traffic. However, unlike the lunch and dinner
dayparts, breakfast benefits from long-term untapped guest traffic potential,
and it can generate healthy margins, factors that are drawing major new
players into the market.
Packaged Facts' Breakfast Trends in the U.S. Foodservice Market
estimates that breakfast daypart restaurant sales reached $37.2 billion in
2009, and forecasts that they will reach $37.0 billion in 2010 and $37.7
billion in 2011. While these figures may appear tepid at first glance, when
viewed against the backdrop of lower overall restaurant sales, the breakfast
daypart has fared relatively well, taking share from lunch and dinner. In the
final analysis, we believe that near-term challenges will give way to
long-term opportunity.
Breakfast Trends in the U.S. Foodservice Market provides unique
insights into consumers' evolving relationship with the breakfast daypart,
helping restaurant operators position their brands - and menus - for consumers
today and tomorrow.
Highlights of the study include:
- Directional consumer behavioral and attitude analysis via Packaged Facts'
proprietary Consumer Restaurant Outlook Tracker, which assesses restaurant
breakfast users current and planned restaurant-related behavior;
- Proprietary analysis of average meal spend by restaurant type and by
daypart, with a focus on the breakfast daypart, to help target consumers who
can bring in higher guest check averages;
- “Share of Stomach” sales analysis that trends limited-service
and full-service sales by daypart, and provides in-depth spending patterns for
the breakfast daypart by region, income, and race/ethnicity (analysis includes
comparisons to food-at-home spending);
- Meal “pricing threshold” analysis: $3, $5, and $10
consumer-imposed breakfast spend limits;
- Restaurant and menu selection analysis, driven by our proprietary consumer
survey results;
- A custom “demographic drilldown” on frequent coffee drinkers;
- Industry-leading restaurant brand analyses of top restaurant breakfast
players, including 2010-2011 breakfast strategy and demographic analysis
according to “core customers,” low- and high-frequency guest
traffic, and “food lifestyle” segmentation;
- Thorough, investment-grade macroeconomic analysis that helps industry
participants understand current consumer restaurant spending behavior.
Themes and topics covered in the report also include:
- Breakfast daypart market size and forecast, including limited-service and
full-service restaurant segments;
- Value, convenience, menu item, and health innovations, strategies and
trends
- Restaurant usage by daypart, according to restaurant segment (coffeehouse,
fast food restaurant, smoothie shop, family restaurant, casual restaurant,
fine dining, convenience store, and grocery store)
- Breakfast value menus and meal bundles
- The importance of who accompanies the breakfast restaurant user to dine in
and pick up a meal
- Importance of health-related factors to the purchase decision, including
food advertised as all-natural and healthy and calorie/nutrition information.
Data Methodology
Our methodology rests on a balance of data-centric expertise and holistic
understanding, maximizing accuracy and depth of analysis. Report data is
derived from thorough analysis of a host of sources, including the
following:
- Proprietary company interviews
- Proprietary consumer surveys
- The Experian Simmons National Consumer Study
- The U.S. Census Bureau
- The Bureau of Labor Statistics Consumer Expenditure Survey
- The U.S. Department of Agriculture
- The U.S. Securities and Exchange Commission
- The Bureau of Labor Statistics Retail Trade Survey
- Company presentations
- Trade associations and trade magazines
- Academic journals
- Industry conferences
- Restaurant menus
Table of Contents
Chapter 1: Executive Summary
- Scope and Methodology
- Macroeconomic Analysis
- Restaurant Usage & Outlook Tracker
- Share of Stomach: Sales Analysis
- Breakfast Trends, Innovations & Strategies
- Breakfast Restaurant Selection Analysis
- Breakfast Menu Selection Analysis
- Frequent Coffee Drinkers: Custom Usage, Attitudes and Behavior Drilldrown
- Breakfast on the Menu: Restaurant Brand Analysis
- McDonald' s
- Breakfast strategy: sales growth = guest count growth
- Breakfast menu mix
- Other snippets
- Burger King
- Refocusing on breakfast
- Other snippets
- Wendy' s
- Wendy' s reenters breakfast wars with premium QSR differentiation
- Starbucks
- Recession strategy pays dividends
- Brand extensions: VIA and Seattle' s Best
- On the food and coffee front
- Bob Evans
- On the menu: off-premises growth, remodeling, and quickening service
- Menu trends
- Breakfast in a big way
- Cracker Barrel
- Menu item innovation
- Other snippets
- Denny' s
- Recession challenges: region, lower-middle income demographic and
late-night
- 2009-2010 breakfast menu strategy
- $2 $4 $6 $8, who do we appreciate?
- Other moves
Chapter 2: Macroeconomic Analysis
- Restaurant sales show life, but we believe positive news is transitory
- Restaurant industry rebound still not in cards
- February, March and April 2010 food services & drinking places sales
sequentially improve
- May advance sales point to grocery growth
- Graph 2-1: Non-Adjusted Monthly Sales, 12-Month % Change, Grocery Stores
& Food Services and Drinking Places, 2009-2010
- Packaged Facts' Consumer Restaurant Tracker: Gloomy Near-Term Outlook
- In-home breakfast and dinner trend remains significant
- Graph 2-2: Consumer Restaurant Tracker: Current Behavior: A Top Line View
- Looking ahead: Saving & grocery spending trumps limited service and
full-service restaurant spend
- Graph 2-3: Consumer Restaurant Tracker: Next 3 Months: A Top Line View
- National Restaurant Association index contracts after transitory spike
- Graph 2-4: Restaurant Performance Index, 2006-2010
- Macroeconomic factors affecting restaurant sales
- Consumer confidence still in a trough
- Present Situation Index decreases as perceptions of business
conditions, job prospects darken
- Expectations Index dips as job prospect optimism dims
- Unemployment picture stabilizes
- Graph 2-5: Unemployment Rate and Consumer Confidence: 2007-2010
- Unemployment rate not one-size-fits-all
- Disparity in unemployment rates by education level
- Young adults, minorities and men also find harder going
- Graph 2-6: Unemployment Rate, Selected Demographics, 2007-2010
- Graph 2-7: Unemployment Rate, by Race/Ethnicity, 2007-2010
- How can increasing personal savings and reducing the debt burden be bad?
- Transitory Spring 2010 restaurant benefit driven by reduced savings
- Chipping away at the debt burden
- Graph 2-8: Consumer Debt Burden, 2000-2010
- Graph 2-9: Savings Rate & Debt Service Ratio & Financial Obligations
Ratio, 2007-2010
- Unemployment and GPD forecast
- Slow employment rebound to coincide with slow rebound in consumer
spending
- Graph 2-10: Unemployment and GDP Forecast, 2010-2012
- Stock & housing declines deflate household wealth; rebound to record
2006 levels a long way off
- Q1 2009 to Q1 2010 sees uptick in household wealth, but still $10
trillion off 2006 high
- Graph 2-11: Household Net Worth, 2005-2010
- Case-Shiller and FOMC housing pessimism
- Q2 2010 summary equities analysis
- Graph 2-12: Wealth Effect: Wilshire 5000 and Case-Shiller Index:
2007-2010
- Food at home maintains pricing edge
- Graph 2-13: CPI: Food at Home vs. Food Away from Home, 2005-2010
- Farm value comes back down to earth
- Graph 2-14: Market Basket of Farm Foods, Annual % Change, 2006-2010
- Food inflation forecast revised downward
- Food CPI returns to positive annual growth rate
- Proteins on the upswing
- Dairy prices normalize
- Fruits and vegetables
- Other
Chapter 3: Restaurant Usage & Outlook Tracker
- Note on reading charts
- Packaged Facts' Consumer Restaurant Tracker: at-home food spend trumps
out-of-home spend
- February 2010 trend continues in June 2010
- Graph 3-1: Consumer Restaurant Tracker: Current Behavior: A Top Line View
- Looking ahead: Consumers more likely to save & spend on groceries than
spend at restaurants
- Graph 3-2: Consumer Restaurant Tracker: Next 3 Months: A Top Line View
- Eating breakfast at home had significant traction
- Students, 18-24s and parents more likely to eat breakfast at home
- Graph 3-3: Consumer Restaurant Tracker: Present Behavior: Eating
Breakfast at Home
- Restaurant breakfast users as likely as restaurant goers in general to
eat breakfast at home
- Graph 3-4: Consumer Restaurant Tracker: Present Behavior: Eating
Breakfast at Home, Restaurant Breakfast Users
- Higher-income versus lower-income fast food, family restaurant and
coffeehouse breakfast users
- Graph 3-5: Consumer Restaurant Tracker: Present Behavior: Eating
Breakfast at Home, Restaurant Breakfast Users, HH Income Splits
- Planned spending on fast food appears grim
- Graph 3-6: Consumer Restaurant Tracker: Future Behavior: Fast Food
Restaurant Spending
- Intended full-service spend lacks promise
- Graph 3-7: Consumer Restaurant Tracker: Future Behavior: Full-Service
Restaurant Spending
- Intention to save money remains high
- Graph 3-8: Consumer Restaurant Tracker: Future Behavior: Saving Money
- Restaurant breakfast users more likely to plan higher fast food and
full-service spending
- Graph 3-9: Consumer Restaurant Tracker: Future Behavior: Restaurant
Spending, by Restaurant Breakfast Type
- Restaurant usage and usage frequency
- Overview
- Graph 3-10: Mean Restaurant Usage in Last Month, by Restaurant Type, 2010
- Graph 3-11: Restaurant Usage in Last Month, by Restaurant Type, 2010
- 18-34s drive guest counts
- Graph 3-12: Mean Restaurant Usage in Last Month, by Restaurant Type,
2010, by Age
- Graph 3-13: Restaurant Usage in Last Month, by Restaurant Type, 2010, by
Age
- HH income
- Graph 3-14: Mean Restaurant Usage in Last Month, by Restaurant Type,
2010, by HH Income
- Graph 3-15: Restaurant Usage in Last Month, by Restaurant Type, 2010, by
HH Income
- Employment status
- Graph 3-16: Mean Restaurant Usage in Last Month, by Restaurant Type,
2010, by Employment Status
- Graph 3-17: Restaurant Usage in Last Month, by Restaurant Type, 2010, by
Employment Status
- Restaurant breakfast use
- Breakfast day part accounts for less than 10% of all usage
- Graph 3-19: Day Part Usage on Last Visit, 2010
- Restaurant breakfast use in past month
- Graph 3-20: Restaurant Breakfast Usage in Last Month, Type of
Restaurant, 2010
- Graph 3-21: Restaurant Usage in Last Month for Breakfast, 2010, by Gender
- Food retail may be siphoning sales from younger restaurant goers
- Graph 3-22: Restaurant Usage in Last Month for Breakfast, 2010, by Age
- HH income: Fast food as the great equalizer
- “Great coffee”: aspiration or reality?
- Graph 3-23: Restaurant Usage in Last Month for Breakfast, 2010, by HH
Income
- Employment status: sense of routine and daily obligation
- Graph 3-24: Restaurant Usage in Last Month for Breakfast, 2010, by
Employment Status
- Appendix: Consumer Survey
Chapter 4: Share of Stomach: Sales Analysis
- Market size and overview
- Flat sales - but read between the lines
- Near-term challenges
- Long-term outlook
- Growth factors
- Full-service caveat
- Graph 4-1: Limited-service and full-service breakfast sales, 2005-2011
- Breakfast daypart traffic growth outpaces industry
- Fast food/QSR segment accounts for 80% of breakfast daypart purchases
- Restaurants sales trends by daypart
- Consumer food expenditure trends suggest migration to food at home spend
- Graph 4-2: Consumer Food Expenditures, 2005-2008
- Breakfast share of spend increases by 11% during 2005-2008
- Graph 4-3: Meals Away From Home Expenditures, by Daypart, 2005-2008
- Spending on breakfast away from home, by region
- Graph 4-4: Breakfast Away From Home Expenditures, by Region, 2008
- Spending on breakfast away from home, by age
- Graph 4-5: Breakfast Away From Home Expenditures, by Age, 2008
- Spending on breakfast away from home, by income
- Graph 4-6: Breakfast Away From Home Expenditures, by Income, 2008
- Spending on breakfast away from home, by race/ethnicity
- Graph 4-7: Breakfast Away From Home Expenditures, by Race/Ethnicity, 2008
- Daypart meal spend analysis
- Breakfast meal spend approaches that for lunch at fast food & family
restaurants
- Graph 4-8: Consumer Restaurant Meal Spend, by Daypart and Restaurant
Type, 2010
- Breakfast meal spend, fast food versus family restaurants
- Graph 4-9: Breakfast Meal Spend, Fast Food Versus Family Restaurants,
Selected Demographics
- Meal spend by daypart, fast food restaurants
- Graph 4-10: Meal Spend by Daypart, Fast Food Restaurants, Selected
Demographics
Chapter 5: Breakfast Trends, Innovations & Strategies
- Fast food/QSR pushes breakfast value envelope
- Extreme affordability strategy extends to breakfast
- McDonald' s $1 value menu to pressure competition
- Burger King addresses breakfast challenges
- A subversive BK Breakfast Muffin
- BK Breakfast Bowl for under $3
- Seattle' s Best-branded coffee program
- Wendy' s to reenter breakfast wars
- Subway rolls out nationwide breakfast program
- Fast casual breakfast players results a mixed bag
- Au Bon Pain grows breakfast year-over-year
- Einstein Noah and Panera Bread tread water
- Atlanta Bread does breakfast to the tune of 20% of sales
- Other fast casual breakfast moves
- Family restaurants push everyday value
- Full-service value menus
- Value in portion size
- Convenience trends
- All-day breakfast
- Breakfast catering
- Customization
- I said, “Coffee!”
- Coffeehouses embrace value bundling
- And Starbucks cashes in on mid-tier Seattle' s Best
- Sandwiches rule the breakfast menu
- Health on menu
- Dunkin' Donuts sprinkles health onto the menu
- Chick-fil-A adds yogurt parfait
- A comforting healthful breakfast
- Fruits and smoothies
Chapter 6: Breakfast Restaurant Selection Analysis
- Note on reading charts
- Breakfast restaurant selection influencers
- Overview: coffee, routine and low price significantly shape restaurant
breakfast decision
- Graph 6-1: Breakfast Restaurant Selection Influencers, 2010
- Restaurant selection: convenience influencers
- Gender: men = linear routine; women = task balancing routine?
- Graph 6-2: Restaurant Selection: Breakfast Convenience Influencers, by
Gender, 2010
- Age: work life holds the key
- Graph 6-3: Restaurant Selection: Breakfast Convenience Influencers, by
Age, 2010
- HH income breeds breakfast routine
- Graph 6-4: Restaurant Selection: Breakfast Convenience Influencers, by
HH Income, 2010
- Graph 6-5: Restaurant Selection: Breakfast Convenience Influencers, by
Employment Status, 2010
- Urban, Suburban, or Rural location
- Graph 6-6: Restaurant Selection: Breakfast Convenience Influencers,
Urban, Suburban, Rural, 2010
- Restaurant selection: breakfast menu item influencers
- Gender: women more likely to have value orientation; men as inclined to
want healthful offerings
- Graph 6-7: Restaurant Selection: Breakfast Menu Influencers, by Gender,
2010
- Age: younger patrons seek a difficult balancing act
- Graph 6-8: Restaurant Selection: Breakfast Menu Influencers, by Age, 2010
- HH income: healthy options and small portions
- Graph 6-9: Restaurant Selection: Breakfast Menu Influencers, by HH
Income, 2010
- Graph 6-10: Restaurant Selection: Breakfast Menu Influencers, by
Employment Status, 2010
- Restaurant selection: breakfast cost threshold influencers
- Gender: women more likely to gravitate to lower price points
- Graph 6-11: Restaurant Selection: Breakfast Cost Threshold Influencers,
by Gender, 2010
- Age: $3 is a hit across the board
- Graph 6-12: Restaurant Selection: Breakfast Cost Threshold Influencers,
by Age, 2010
- Graph 6-13: Restaurant Selection: Breakfast Cost Threshold Influencers,
by HH Income, 2010
- Graph 6-14: Restaurant Selection: Breakfast Cost Threshold Influencers,
by Employment Status, 2010
- Restaurant selection: breakfast dinein partner influencers
- Gender: it' s a work thing
- Graph 6-15: Restaurant Selection: Breakfast Dine-in Partner Influencers,
by Gender, 2010
- Age: 65+ not interested in eating alone
- Graph 6-16: Restaurant Selection: Breakfast Dine-in Partner Influencers,
by Age, 2010
- Restaurant selection: breakfast takeout partner influencers
- Gender
- Graph 6-17: Restaurant Selection: Breakfast Takeout Partner Influencers,
by Gender, 2010
- Graph 6-18: Restaurant Selection: Breakfast Takeout Partner Influencers,
by Age, 2010
- Graph 6-19: Restaurant Selection: Breakfast Cost Threshold Influencers,
by Employment Status, 2010
Chapter 7: Breakfast Menu Selection Analysis
- Note on reading charts
- Menu selection influencers, by daypart
- Graph 7-1: Menu Selection Influencers, by Daypart, 2010
- Breakfast restaurant menu selection influencers, by demographic
- Gender
- Graph 7-2: Breakfast Menu Selection Influencers, by Gender, 2010
- Graph 7-3: Breakfast Menu Selection Influencers, by Age, 2010
- Graph 7-4: Breakfast Menu Selection Influencers, by HH Income, 2010
- Graph 7-5: Breakfast Menu Selection Influencers, by Employment Status,
2010
- Urban, suburban, or rural location
- Graph 7-6: Breakfast Menu Selection Influencers, by
Rural/Urban/Suburban, 2010
Chapter 8: Frequent Coffee Drinkers: Custom Usage, Attitudes and Behavior Drilldrown
- Frequent coffee drinkers
- Graph 8-1: Frequent Coffee Drinkers: Selected Demographics
- Importance of breakfast to frequent coffee drinkers
- Bring on better coffee
- Graph 8-2: Importance of Breakfast, Frequent Coffee Drinkers, Selected
Demographics
- Restaurant types visited by frequent coffee drinkers
- Coffeehouses maintain an edge on fast food
- Graph 8-3: Restaurant Types Visited for Breakfast, Frequent Coffee
Drinkers, Selected Demographics
- Restaurant selection factors, mean restaurant use and average spend
- It' s all about the coffee
- More coffee means more coffeehouse visits - but not fast food visits
- Coffee drinkers help enrich coffers
- Graph 8-4: Restaurant Breakfast Selection Factors, Mean Restaurant Use,
and Average Spend, Frequent Coffee Drinkers
Chapter 9: Breakfast on the Menu: Restaurant Brand Analysis
- Note on food lifestyle segmentation charts
- McDonald' s
- A $7.5 billion breakfast behemoth rolls dice on high-volume, low-ticket
breakfast
- Breakfast strategy: sales growth = guest count growth
- Core customers: Convenience and Ease and Weekend Cooks
- Graph 9-1: McDonald' s Usage Frequency Analysis, Food Lifestyle
Segmentation
- McDonald' s core low- and high-frequency users
- Graph 9-2: McDonald' s Core Demographics: Low- and High-Frequency Users
- McDonald' s by the numbers
- Graph 9-3: McDonald' s by the Numbers
- Burger King
- Barbell strategy
- Reinvigorating breakfast
- Brunch in testing stage
- Longer breakfast hours
- Convenience and Variety on a Budget
- Graph 9-4: Burger King Usage Frequency Analysis, Food Lifestyle
Segmentation
- Burger King core low- and high-frequency users
- Graph 9-5: Burger King Core Demographics: Low- and High-Frequency Users
- Burger King by the numbers
- Same-store sales dip during nine months ending March 2010
- Graph 9-6: Burger King by the Numbers
- Wendy' s
- 2009-2010 strategy: “Real” food at a real value
- Coming up in 2010 and 2011
- Wendy' s reenters breakfast wars with premium QSR differentiation
- Local pricing
- Acquire or be acquired?
- “Food Lifestyle” segmentation groups a blend of McDonald' s
and Burger King
- Graph 9-7: Wendy' s Usage Frequency Analysis, Food Lifestyle Segmentation
- Wendy' s core low- and high-frequency users
- Graph 9-8: Wendy' s Core Demographics: Low- and High-Frequency Users
- Wendy' s by the numbers
- Graph 9-9: Wendy' s by the Numbers
- Starbucks
- Recession strategy pays dividends
- Menu pricing strategies and customer incentives
- Pricing and bundling
- Brand extensions: VIA and Seattle' s Best
- Rewards, technology and new retail formats
- On the food and coffee front
- Core Starbucks users a relatively healthful bunch
- Graph 9-10: Starbucks Usage Frequency Analysis, Health Attitudes
- Graph 9-11: Starbucks Usage Frequency Analysis, Food Lifestyle
Segmentation
- Starbucks core low- and high-frequency users
- Graph 9-12: Starbucks Core Demographics: Low- and High-Frequency Users
- Starbucks by the numbers
- Graph 9-13: Starbucks by the Numbers
- Bob Evans
- On the menu: off-premises growth, remodeling, and quickening service
- Menu trends
- Breakfast in a big way
- Emphasizing value for money
- Bob Evans by the numbers
- Graph 9-14: Bob Evans by the Numbers
- Cracker Barrel Old Country Store, Inc.
- Restaurant operations
- Retail operations
- 2009-2010 strategy: couponing, promotions & Seat to Eat
- Menu item innovation
- Guest count demographics
- Reformed Traditional users may look to Cracker Barrel to meet them
halfway on health
- Graph 9-15: Cracker Barrel Usage Frequency Analysis, Food Lifestyle
Segmentation
- Cracker Barrel core low- and high-frequency users
- Graph 9-16: Cracker Barrel Core Demographics: Low- and High-Frequency
Users
- Cracker Barrel by the numbers
- Graph 9-17: Cracker Barrel by the Numbers
- Denny' s
- Recession challenges: region, lower-middle income demographic and
late-night
- 2009-2010 breakfast menu strategy
- Build Your Own Grand Slam continues to deliver
- But other rollouts round out the menu
- 2010 shift to everyday value supported with LTO entrees
- $2 $4 $6 $8, who do we appreciate?
- Post-Super Bowl free Grand Slam promotions continue
- Convenience moves
- Courting older consumers and students
- Weekend Cooks help drive sales
- Graph 9-18: Denny' s Usage Frequency Analysis, Food Lifestyle Segmentation
- Store-made, per-cooked meal cross-tie?
- Graph 9-19: Denny' s Usage Frequency Analysis, Food Competition
- Denny' s core low- and high-frequency users
- Graph 9-20: Denny' s Core Demographics: Low- and High-Frequency Users
- Denny' s by the numbers
- Graph 9-21: Denny' s by the Numbers
- Appendix on food lifestyle segmentation charts
美國早餐 時間餐館銷售額於2011年時將達到377億美元
2010年08月13日
Global Information, Inc.已開始銷售美國調查公司Packaged Facts所發行的報告書「Breakfast Trends in the U.S. Foodservice Market (美國餐飲服務市場的早餐趨勢)」
美國早餐時間餐飲服務（外食産業）銷售額於2009年時創下372億美元的記錄。預測該市場於2010年及2011年時的銷售額各為370億美元及377億美元。
面對不景氣，消費者與餐廳產業的相互作用亦包含早餐的變化。餐廳傾全力於增加顧客交易，使價值價格繼續成為菜單策略的中心。該報告指出，「早餐與午餐的時間帶不同，早餐因長期未開發的顧客交易之潛在力而獲得利益、且產生穩定的利益，能將主要的新企業拉入市場。」。該調查針對消費者與早餐時間帶的新關係、餐廳經營者向市場打出自己的品牌、以及針對現在與將來顧客的菜單進行獨特的分析。
該書的主要重點：
- 飲食的「價格閾值」分析：消費者及早餐支出有3美元、5美元及10美元的限制
- 分析各時間帶的限定服務及full service銷售額的「share of stomach」銷售額：依地區•收入•人種/民族的早餐時間帶提供詳細的支出類型
- 利用Packaged Facts的Consumer Restaurant Outlook Tracker，評估利用餐廳早餐者現在及將來對餐廳抱持的態度
- 咖啡愛飲者的「購買層分析」
- 協助進入市場的企業理解現在消費者對到餐廳消費的態度，詳細分析投資水準之宏觀經濟
- 以能容易檢視之高平均顧客的消費者為目標，專利分析餐廳類型及時間帶（尤其是早餐）平均用餐支出
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