Build QSR Breakfast Loyalty Without Breaking the Bank

To survive and thrive in a growing competitive marketplace, quick-service restaurants (QSRs) are seeking ways to increase loyalty for breakfast seekers and, at the same time, provide value. Independents, in particular, are challenged to continue building transactions as big chains feature ongoing specials, numerous promotions and flashy advertising campaigns. But with a little imagination and attention to trends, you can start the morning off right for your business and for your customers.

Darren Tristano, executive vice president at Technomic, a Chicago-based foodservice research and consultancy firm, cites some key strategies for attracting a morning crowd to your eatery. He advises independent and small QSR owners to focus on superior service; high-level operational execution; environment; quality menu items; convenience, and comfort. "An independent or small chain has to provide a product that consumers can’t easily replicate themselves at home," he says. "Price is not as relevant, as most consumers choose where they eat based on their perception of what they are willing to or capable of spending."

"We saw a great response to the introduction of our Morning Rush at $2.99,” Diana Hovey, senior vice president of marketing, Corner Bakery Cafe.

The latest trends in QSR execution of the breakfast daypart indicate that value indeed does drive sales. To accommodate customer demands for more reasonably priced morning fare, major QSR chains are rolling out smaller offerings and bundling products that range between $1 and $3 price points. A good example is the Dunkin' Donuts Wake-Up Wrap, half a scrambled egg topped with a slice of American cheese served on a five-inch tortilla. At 99¢ this 170-calorie breakfast sandwich provides a morning boost without emptying the wallet.

Corner Bakery Cafe, a fast casual concept launched in downtown Chicago in 1991 with 116 company-owned and franchise locations nationwide, has built a healthy and flexible breakfast menu based on value pricing. "We saw a great response to the introduction of our Morning Rush at $2.99,” says Diana Hovey, senior vice president of marketing.

Adding appealing, nutritious and economical breakfast options to your menu can enhance the guest experience and raise your sales to another level. All it takes is a bit of creativity.