Wake Up to the Latest Breakfast Trends

By Ned Barker President, Grill Ventures Consulting, Inc. | November 06, 2011

Apple fritters made to order. Fresh orange juice chilled with frozen OJ ice balls. Scrapple, sausage, ham, pineapple and apple kabobs coated with a honey apple-butter glaze. Whole turkey carved to order.
These are some of the items served for breakfast recently at the Crowne Plaza in Reading, PA.

The orange juice adds a fresh/natural element to the offerings. The scrapple, apple butter and apple fritters deliver the region's Pennsylvania Dutch flavors, and signal meaningful trend touch points, including "authentic", "local" and even "ethnic". The freshly roasted carved whole turkey is a great example of "dinner at breakfast". These small touches tell the guest that the hotel cares. They set the hotel apart from its competitors. The guests are noticing, and the property's RevPAR growth shows it.

Bacon and eggs? Sure. But latching on to breakfast trends in a creative way seems to be an easy way to show your guests that you care. Not to mention that it drives F&B sales at the same time.

Breakfast is important to everyone. In its 2011 food trends survey, the Food Channel reported that 95 percent of respondents viewed breakfast as very or somewhat important.

Breakfast is serious business, especially for hotels. Technomic, in a study done in conjunction with Hotel F&B, estimated hotel breakfast business to be nearly $10 billion a year. But it doesn't stop there, because the value of complimentary breakfasts in the Select Service segment was not factored in. So figure a couple of billion more.

Breakfast may influence hotel selection in the Select Service category as well. Technomic's The 2011 Hotel Food and Beverage Consumer Trend Report finds that when choosing a hotel, consumers say complimentary offerings such as breakfast and in-room coffee are more important to them than other amenities.

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