For all of the setbacks and trials of COVID-19, in the end, the quick-service restaurant customer may be the true winner. “The customer has spoken,” says Papa John’s CEO Rob Lynch. “They want to get food brought to them or get food that is ultra-convenient.”
Just look at breakfast. It’s estimated that there could be as many as 25 million people working from home on a full or part-time basis. So far, the trend has pushed breakfast back in the day as commuter routines shift—realities seen at Starbucks, Dunkin’, and others. Out of the gate, Dunkin’ Donuts said business in the 6 to 9 a.m. stretch dropped; but 10 a.m. to 2 p.m. picked up.
David Portalatin, food industry adviser at The NPD Group and author of Eating Patterns in America, says the “late-morning snack occasion” is something that showed up frequently pre-virus and is only going to gain steam. For example, guests who start their day at home with a cup of coffee and then hit the drive-thru later for a breakfast sandwich.
Or perhaps they’re one of the 7 percent or so of consumers (and growing, Portalatin says) actively leaping on the intermittent fasting trend. “We’re even seeing nontraditional breakfast foods in things like salty snacks, or trail mix, or a protein shake or something like that emerge as things that consumers are looking for a little later in the morning,” he says.
“It’s just the structure of the day—the share of breakfast we attribute to an away-from-home occasion may be more or less permanently altered,” according to Portalatin.
Other research data reflects pattern shifts as well. People are no longer isolated to a single hour to grab lunch or stuck thinking about dinner on their drive home from the office.
More navigations are taking place between 1 to 4 p.m. and 7 to 10 p.m., and quick-serves are seeing more consistent traffic throughout the day. Coffee shops, for example, are seeing steady customers between 9 a.m. to 4 p.m., rather than previously being the busiest between 5 a.m. and 9 a.m.
Since these trends are not expected to revert next year, and they may never snapback, the challenge will be to target opportunities to reach and serve these “always on” drivers.
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