Report
McDonald’s dominates in the ‘breakfast wars’
Consumer research firm Scarborough Research has released an analysis of breakfast diners and the fast food establishments they patronise and found that, in the US, 37% of adults have eaten breakfast at a fast food restaurant in the past month.
The analysis also uncovered that, in the battle for the most important meal of the day, McDonald’s holds the top spot. Among fast food (or quick service) breakfast diners, 46% of adults dined at the Golden Arches for breakfast in the past month. Dunkin Donuts (19%), Starbucks (19%) and Burger King (12%) round out the top four national fast food chains for breakfast diners.
People who enjoy fast food breakfast are 16% more likely than the average adult to be a member of ‘Generation Y’ (ages 18–29). Adults who live in households with annual incomes of $100K+ and those who have a college education or advanced degree are more likely to dine at fast food restaurants for breakfast than consumers from lower or less-affluent income brackets. Fast food restaurant diners are 13% more likely to be African-American and 11% more likely to be Hispanic.
Top local markets for breakfast diners
On a local level, Greensboro, NC, is the top local market for fast food restaurant breakfast diners. More than half (56%) of Greensboro adults have eaten breakfast at a quick service restaurant during the past month.
Other leading cities for fast food breakfast diners include Boston (55%), Raleigh, NC (51%), Charlotte, NC (49%), Greenville, SC (49%) and Providence, RI (49%). Some of these leading local markets – such as Greensboro, Raleigh, Charlotte and Greenville – have higher than average quick service restaurant usage overall. Others – such as Boston and Providence – have certain demographic attributes that mirror those of the fast food restaurant diner, such as a higher-than-average representation of single adults.
“The breakfast wars are raging, and fast food brands have evolved their product offerings to better compete for share of stomach,” says Alisa Joseph, vice president of advertiser marketing services, Scarborough Research. “These major restaurant chains have always understood the importance of localism and continue to adapt their marketing, menu options and promotional efforts to suit the distinctions of the locals.”
Online breakfast battle
Quick service breakfast diners are heavy internet users. In addition to being 18% more likely than the average adult to spend 20+ hours online per week, they’re more likely than the average adult to engage in a wide variety of internet behaviours, including:
- Social networking and other social behaviours – Fantasy sports (35% more likely than total adults to have played fantasy sports online during the past month), social networking sites such as Facebook (26% more likely), instant messaging (24% more likely) and blogging (21% more likely).
- Obtaining news and information – Weather information (15% more likely), sports scores (23% more likely) and news (16% more likely).
- Downloading material – Music (25% more likely), video games (21% more likely), coupons (22% more likely) and movies (28% more likely).
Fast food breakfast diners are 22% more likely than the average adult to have downloaded an online coupon, and 29% more likely to typically receive coupons via email or text message. They are also more likely to use coupons for groceries or other services overall.
“Whether targeting a student working on a research project or a professional catching up on email, some fast food chains have added Wi-Fi to their restaurants to create a café environment, so patrons can relax, stay a while and enjoy additional menu items,” says Joseph. “Brands have an opportunity to leverage the Wi-Fi with the digital couponing activity to target these consumers as they dine.”
People who eat breakfast at fast food restaurants have active lifestyles. They are 14% more likely than the average adult to belong to a health or fitness club. Additionally, they enjoy a wide variety of athletic activities, such as:
- Soccer (football) – Fast food restaurant breakfast diners are 25% more likely than the average adult to have played soccer during the past year.
- Basketball – (18% more likely).
- Tennis – (18% more likely).
- Jogging/running – (17% more likely).
- Golf (16% more likely).
Source: Scarborough Research
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