By: Bridget Halpain | Category Manager and Andrea Taylor | Buyer
The last year has brought immense change in our daily lives. For most people, the hustle and bustle of work mornings no longer include a stop by a convenience store for a quick and easy breakfast. Less traffic on the roads leads to less foot traffic in convenience stores. C-stores have had to shift focus from stereotypical breakfast food items and shift to what people are craving; easy meal alternatives and limited social interaction.
Cassandra Drinkard, senior manager of insights with Kellogg’s Food Away From Home, says that many c-stores are beginning to offer curbside pick-up or delivery since customers are remaining cautious due to COVID. Additionally, Kati Kaufman, senior wellbeing and regulatory business partner at Kellogg North America Health & Wellness, recommended that convenience stores offer simpler snack options for breakfast instead of the usual breakfast menu. She also suggested offering a well-rounded breakfast option made with fresh ingredients with a good source of fiber and protein. Adding this as a pre-packaged “grab n’ go” option appeals to the coffee drinker who typically foregoes breakfast if it isn’t an easy to grab item on the way to the coffee bar. C-stores will have to continue to flex to the consumer’s evolving needs, so they keep coming back, especially when people begin returning to the roads to go.
Here are some tips that retailers can use to optimize and win with their breakfast menu:
- Snack-ify breakfast: Almost 40% of Gen Z consumers would rather eat a snack for breakfast than a meal, according to Mintel’s Restaurant Breakfast and Brunch Trends.
- Bundle it: with working from home, consumers are skipping their morning coffee run. Attract coffee drinkers through bundled items that can be grabbed on the go.
- Offer variety: Sell meals that are fresh, high in protein and fiber, and that can meet health and indulgence expectations.
- Use new flavors to drive appeal.
- Know your audience.