For years, McDonald’s, Burger King, Chick-Fil-A have all been dominate forces in the breakfast game. Recently, others have been testing the market. Taco Bell, Wendy’s and Popeyes have expanded some of their locations to include breakfast items.
Taco Bell recently launched breakfast with a Waffle Taco, A.M. Crunchwrap and A.M. Griller, along with other items. Wendy’s breakfast list includes a Mornin’ Melt Panini, an Artisan Egg Sandwich and a Honey Butter Chicken Biscuit. Popeyes’ extended menu serves up grits, country fried steak biscuit, and of course their signature Louisiana’s Best Chicken Biscuit.
While they may still be in test mode, other franchises have made the successful transition into breakfast. Dunkin’ Donuts has expanded their menu to include an assortment of breakfast sandwiches, even some that are targeted to health conscious individuals. One of the fastest growing QSR chains, Subway has made breakfast a part of their day for over three years.
BBDO surveyed 1,000 Millennials about their eating-out habits and attitudes (including their views on some of the most popular QSR and fast-casual restaurants). Among those ages 13 to 29: 18.5% are Hispanic; 14.2% are black; 4.3% are Asian; 3.2% are mixed race or other; and 59.8% are white. According to the research, 60% of Millennial “foodies” eat at fast-food restaurants at least once a week. Millennials use food as a form of self-expression and entertainment. When Millennials likes something, they share it with their world through Instagram, Facebook and Twitter. The same goes for when they don’t like something, everyone will know.
Millennials will share what’s on their mind and they also respect each other’s opinions. The advertising is in but the jury is out…Will Taco Bell, Wendy’s and Popeyes be able to take a slice of the breakfast quiche? Tell us, would you still love them for breakfast?