E ating O ut 18 | Hospitality Today | Oct/Nov 2016 & Trends Breakfast threatens to cannibalise lunch trade The competition to attract consumers for lunch out-of-home (OOH) has become more intense than ever. There is competition between branded operators and independents as well as added pressure for all players from the growing trend to spend money on breakfasts, with this day part growing much faster than lunch. Brands doing better than independents for lunch With high-street restaurant chains having invested vigorously in their lunch products since the 2008/2009 downturn, the well-known branded foodservice chains are successfully building business at the expense of independent operators. Figures released by global information company The NPD Group show that in June 2008, there were 13 chains with a 1%+ share of the OOH lunch market. By June 2016 this had grown to 17 chains. News Breakfast growing faster than lunch NPD data shows that the average bill for eating breakfast out is 31% higher (at £3.30) than it was eight years earlier. In contrast, the average bill for lunch is only 6.5% higher over the same period (£4.57 vs £4.29). While people still spend more at lunchtime, the gap is closing. As of YE 2008, the price of an eat-out breakfast was 59% that of lunch; fast forward to YE 2016 and it is 13% higher at 72% the price of lunch. It’s the same story when viewed in terms of visits. Since June 2008, lunch has lost over 80 million visits, while breakfast has added an extra 107 million. Dinner is flat. NPD Group says that more people are having breakfast out because they don’t have the time to focus on that meal at home. Breakfast offerings on the high street – both food and drink – are also more numerous than before and offer wider choice. With operators opening much earlier too, breakfast out amounts to a much better option than anything we could prepare at home.