GATED REPORT
Breakfast is losing trips, not tickets
Value decides whether people leave home for breakfast, taste decides where they go, and health decides how much they’ll pay. When budgets tighten, most consumers don’t trade down to a cheaper spot. They just eat at home.
The State of Breakfast 2026 combines a survey of 997 US consumers with MenuData’s foodservice menu panel. It shows how value, taste, and health are pulling the morning apart, where breakfast dollars are moving, and what operators, suppliers, and convenience teams should test next.
79.5%
of consumers cutting back on breakfast are simply going out less often, more than three times the share trading down to a cheaper place.
DOWNLOAD THE REPORT TO SEE:
The three drivers behind every breakfast decision, and the one most operators misread
Why the drink is now growing faster than the plate, and which beverages need no liquor license or new equipment
Where demand has outrun supply, from all-day breakfast to the 9am-and-later crowd
Six practical moves for operators and suppliers, four of which need no new food, equipment, or supply chain
Get the report
Complete the form to download 2026 Breakfast Trends Report.