Craveable takes on breakfast favorites
SUMMARY: Uncover opportunities beyond serving the traditional morning meal by tapping into breakfast’s trends and evolving consumer habits.
Capitalizing on comforting staples
As the only growing daypart, breakfast — and its cousin, brunch — present a unique opportunity for operators. Aside from the standard first-meal-of-the-day diner, this meal attracts “second-breakfast” customers, as well as the all-day breakfast eater. And with the stretching definition of what breakfast foods are, it’s not surprising to see more expansive breakfast menus featuring both savory and sweet options as well as varied portion sizes.
And this demand for breakfast options isn’t slowing down. Dine-in accounted for a whopping 73% of same-store breakfast transactions in Q1 2025, while takeout grew by 4% and delivery surged 15% year-over-year — proof that breakfast is thriving across all channels.1
Trending formats, flavors and foods
For operators looking to cash in on breakfast’s growth, bundled meals are one of the major opportunities as consumers crave simplicity and value. 68% of consumers say they are more likely to order a bundled meal if it offers perceived value and convenience.2 Operators offering bundle promotions saw a 17% higher average check size compared to those that did not.3
Indulgence is a powerful motivator:
Alongside bundles, another major trend shaping menus is the growing appetite for rule breaking and indulgence. According to Mintel, 74% of consumers are comfortable breaking the rules about what and how they eat.5 This opens new doors for creative, cross-daypart offerings and unexpected flavor mashups. This means leaning into bold, craveable flavors and innovative formats that surprise and delight guests while driving trial and repeat visits.
So what types of flavors might operators consider menuing to hook those looking for a change? Global influences are gaining momentum, with dishes like Middle Eastern shakshuka or Mexican breakfast tacos offering bold alternatives to traditional fare. Fusion creations — such as Korean-inspired egg sandwiches with kimchi — are also becoming increasingly common, giving menus a fresh, modern edge.6
Surprisingly, tater tots are also another rising star on breakfast menus. Long considered an appetizer favorite, tots are popping up more and more in Mexican-inspired breakfast burritos and as an available substitute for hash browns and home fries.
The rise of all-day breakfast
Sixty-six percent of consumers are ordering breakfast foods outside of traditional breakfast hours — a 4% increase since 2021, according to Technomic’s 2024 Breakfast Multi Client Study.7 That means items traditionally served during other dayparts, such as fried chicken, are all fair game on all-day breakfast menus.
And where loaded fries are popular for the dinner crowd, loaded tater tots or hash browns are becoming craveable new breakfast items. This South of the Border Breakfast using McCain® Signature Skin-On Hash Brown Cubes is loaded with ground chorizo, Cotija cheese, salsa verde and a fried egg.
To capture more breakfast diners, consider not only playing up unique and bold flavors, but also reimagining popular menu items for breakfast seekers. With a bit of creativity, operators can attract breakfast seekers at all times of day.
SOURCES
1Toast; Omelette Prices Exceed $14, and More Breakfast Trends.
2Technomic; 2024 Value & Pricing Report.
3Toast; 2024 Restaurant Trends Report.
4Datassential; 2024 Keynote Report Menu Development.
5Mintel; 2025 Global Food and Drink Trends Report.
6Toast; 2025 Top 15 Breakfast Trends: Breakfast Stats and Trends.
7Technomic; 2024 Breakfast Multi Client Study.
