For so-called “Breakfastarians” -- consumers who eat breakfast meals regardless of what hour of the day it is -- the Golden Arches looks like their venue of choice.
McDonald’s has the top purchase consideration among consumers who typically eat breakfast out twice a day, of all major dining chains that serve breakfast.
41% of consumers who eat breakfast food out twice a day consider McDonald’s for their next meal, followed by Subway (34%), IHOP (32%), Burger King (27%), and Starbucks (26%). According to the NPD Group, breakfast visits were up 4% for the year ended May 2015, largely due to gains at fast-food chains.
While McDonald’s is only in the “tinkering” stage in serving breakfast throughout the day, long-time breakfast veterans and newcomers are recently seeing increased purchase consideration among this demo. Chick-Fil-A made the greatest purchase consideration strides over the past six months, with a 10 percentage point improvement. IHOP made the second biggest gain (+7 points), followed by Taco Bell (+6 points, which introduced breakfast one year ago), Caribou Coffee (+5 points), and Waffle House (+4 points).
Purchase Consideration: Dining Chains with Breakfast Items. Base consumers eating 2x breakfast a day out
Purchase Consideration Improvers: Dining Chains with Breakfast Items. Base consumers eating 2x breakfast a day out
