One way to become a winner during the current climate is to offer a breakfast delivery service. Breakfast is booming in the UK and this growth will continue in the long term.
Many consumers still want to eat out, in fact, a report by CGA found that 61% said they would eat and drink outas much as they did before the pandemic started, whilst 7% said they would go out more.
Growth of the breakfast market
In 2019, there were 1.5 billion out-of-home breakfast visits which totalled to a staggering £5.7 billion total spend, according to the NPD group. The average spend per customer was much lower than you would expect at any other meal in the day at £3.93, however, there is strong brand loyalty with the breakfast market which promotes repeated sales.
With urbanisation, there are more people living in towns and cities than rural areas, so demand is typically high for breakfast and brunch in these areas. The typical target audience for breakfast/brunch eaters are millennials and young professionals living in city centres. Typically, people aged 16-24 AKA "Young brunchers" enjoy breakfast trips post 9am on the weekends.
However, given the outbreak of coronavirus in the UK, individuals are on the move less and are not getting their out-of-home breakfast fix as regular. Here lies an opportunity for your business by offering a brunch menu from which your consumers can order from the comfort of their own home. A welcome boost to revenue streams during this turbulent time. As savings are made throughout the week, customers may feel more inclined to spend that bit extra at weekends as a treat, so take this into consideration when designing your breakfast menu.
Breakfast includes a variety of food items and it is worth knowing which items are most popular. Unsurprisingly, healthy options are extremely popular. According to the NPD group, consumers are 22% more likely than average to want healthier/lighter meals. Items like nuts, sandwiches and wraps are all in demand. As well as this, croissants and other pastries are popular, generally they are easy to consume on-the-go and are relatively inexpensive. The food manufacturer, Kara found that the American influence plays its role in demand as pancake orders are up 32% from 2015.
Breakfast offers great variety; therefore, it is vital to consider what food and drink items you are going to offer as part of your delivery service and who your target audience is going to be.
3 Steps to setting up a breakfast menu
Here at Aviko, we have come up with 3 basic steps on what you should do as a business, in setting up a breakfast menu for delivery.
1) Dissect the market to establish a target audience
Profile your targeted audience. Breakfast is consumed by all ages; the real winners will establish their audience from the beginning and align their business to suit the needs of that customer. Once this has been established, the next two steps are much easier to follow.
For example you could offer a brunch-themed menu for the weekends, whereby consumers who are likely to order are young adults, typically women. Those who would usually eat out on a Saturday morning post 9am.
2) Design your breakfast menu
Since establishing your target audience, it will be a lot easier to decide what is going to be on your menu.
Ensure your delivery menu is limited, not only does this keep costs generally low, it is easier to cook on request. If your menu has 5 or 6 different meals, you will be well prepared on each order. Having more meals than this makes things too complicated for your service.
It is important that your menu is varied so that it caters for all dietary needs, this includes, vegans, vegetarians, meat eaters and flexitarians. By doing this, you are not depriving any individual from eating from your business, which will help promote sales. Pret A Manger have a good breakfast menu where they offer a range of porridges and breakfast bowls which are suitable for vegans.
Your menu needs drinks and particularly, coffee. Breakfast and coffee are perfectly matched, in fact, 18million breakfast visits included coffee in 2019, it's also an effective way to boost revenue streams. If your business doesn't usually sell coffee, customers will be put off. The winners of this pandemic are the ones who can adapt and not be confined to a specific field in the food service industry.
3) Set up delivery
Now that you have your audience and food menu to match, you need to make your food available to order and deliver to your customers.
There are 3 platforms in the UK to choose from for food delivery, Deliveroo, Just Eat and Uber Eats. Take a look at our previous blog "Which Food Delivery Platform is Best Suited for Your Business?" for more information.
Alternatively, you can opt to deliver yourself or offer a collection service. If you decide this to choose this method, we suggest you offer a 'contactless delivery' system to limit human contact between courier and customer.
If you would like to learn about building an in-house ordering system check out our previous blog "Tips to quickly build and online ordering system for restaurants".
Make yourself known
Once you have completed all the above, it is important you let everyone know about your brunch delivery service. Communities are showing support for the food service industry, even though people are house bound, they still want to eat good food.
Advertise, advertise, advertise. Stay active across all your social media platforms. Remaining active online is fundamental, it is an effective way to communicate with your customers. Be honest and open with your followers.
Ways to effectively use social media:
- Daily video updates concerning business operations - daily 1-minute videos from the business owner is an effective way to raise awareness of your activities.
- Customer reposts - Instagram is the most effective platform for this, reposting aesthetic photos of your food is a great free marketing tool, and for the other platforms encourage clients to share your posts.
- Menu announcements - Update your followers on any changes which may have been made to the menu.
For the safety of yourself, workers and customers keep human contact to a bare minimum. Deliveroo, Just Eat and Uber Eats have introduced safety measures to avoid human contact when dropping off deliveries, ensure the same practices are repeated if you decide to do delivery yourself. Try and encourage payment methods to be taken online only, not on collection if you are offering a collection service and do not accept cash.
For more information coronavirus safety precautions, please click on this link - https://www.gov.uk/government/publications/covid-19-guidance-for-food-businesses/guidance-for-food-businesses-on-coronavirus-covid-19
Forming local partnerships with other businesses is also a great way to raise your own awareness with the public. As mentioned previously, people really want to support the smaller businesses who offer locally produced food, so keep on the look out for butchers who would be able to supply you with meat or farm shops for different vegetables. Make your customers aware of the partnerships via social media and edit the menu to mention where some of the ingredients have come from. If your business doesn't usually offer coffee, is there a local coffee shop you can contact to make this a possibility? Partnerships offer an opportunity to establish new business relationships, which can benefit everyone in the long-term.
Overall, making yourself known is critical during these times. It helps to reach out to all your customers who in turn, keep your business active.
We find ourselves in a difficult situation where business innovation is fundamental for the survival of some foodservice players.
There are ways to adapt to the current climate. This blog demonstrates the opportunities lying within the breakfast delivery market. If you have identified your target audience with an appropriate menu combined with effective implementation of making yourself known, and a proven method of delivery, then there is a good opportunity to receive additional revenue.
A breakfast delivery service will pay dividends in the long-term too. If you have provided a good service, customers will continue to buy off you from repeated purchases. New relationships with local suppliers will help enhance the quality of your ingredients, which opens up a whole new range of possibilities for you and your business.