Here’s a hot take: We jumped right back into our “go, go, go” hustle era, and I’m in desperate need of a snack. These days, consumers need tasty treats to make the morning commute more bearable — and a quick breakfast or drink from my fav place usually does the trick.
The public is right there with me. Between in-office days and school drop-offs, mornings are basically an Olympic event. But breakfast isn’t confined to a clock anymore; it’s a mood, an energy level, a treat, or whatever portable bite keeps you functioning until the next meeting.
Beverages Breaking the Ice
From mocktails to iced coffee, nonalcoholic beverages are fueling a new kind of morning. The #treatyoself culture, a Gen Z-powered low-to-no-alcohol movement, and a craving for premium cold drinks are shifting purchasing habits. In fact, 51% of operators report increased cold coffee sales, and white coffee — lightly roasted, nutty, and higher in caffeine blend — is emerging as a buzzworthy flavor profile.1
Tea continues to gain favor, recently surpassing traditional coffee in popularity across 31 states.2 Consider this along with adding other on-the-go favorites like cold brew, nitro options, or Perfect Taste® Oat Milk Lattes. Make them customizable with your unique spin by using CESH™ Flavored Syrups, and suddenly your drink lineup transforms into one of the most profitable grab-and-go powerhouses on the menu.
Grab & Go Pro:
Bundle a premium cold beverage with a portable breakfast item during morning and mid-afternoon windows. Try pairing a nitro cold brew with a Hot Take Crave Away® Sandwich or sausage, egg, jalapeno, and cheese Entice® Stuffed Bite for a speed-friendly, labor-saving combo. With Hot Take, guests can dive into a menu of craveable varieties, from breakfast classics to flavor-forward options like an Angus Cheeseburger & Bacon, Chorizo Egg Ciabatta, or a Southern Chicken Biscuit.
The Daypart Blur
According to Mintel’s 2025 Breakfast & Brunch Trends Report, consumers now use breakfast for two purposes: weekday routine and weekend escape.3 Consumers want reliability Monday–Friday — more handheld, protein-packed options — and indulgent sweetness on Saturday and Sunday, like warm, sugary goodness that still works on-the-move.
Midday pick-me-up? 56% of consumers say their last dessert was eaten as a snack, not as a traditional end-of-meal treat.¹ That means packaged, portable sweets can spark unplanned revenue throughout the day, making for an easy upsell during the morning rush or an afternoon slump.
Grab & Go Pro:
Keep a small selection of individually wrapped Heritage Ovens® Muffins or package Guest House® Gourmet Pastries in First Mark® Deli Paper near the register, pickup area, or host stand. These impulse-friendly snacks pair naturally with coffee beverages during the late morning and early afternoon.
Go Big or Grab-and-Go?
Even with rising restaurant competition, the biggest competitor for breakfast isn’t the shop across the street; it’s the home pantry.
The momentum is clear — morning meal traffic to fast-food chains rose 1%, while visits to food-forward convenience stores jumped 9% in the last measured quarter.4 And yet, c-stores are grabbing market share back because they act fast, keep things portable, and focus on convenience and value. For operators, this is a clear signal: Guests are willing to buy, but they’re buying wherever convenience wins, and that’s an opportunity waiting to be claimed:
- Create hybrid breakfast-lunch items: Think Contigo® Empanadas, brunch bowls, handheld sandwiches made with Delancey Street Deli® Ciabatta Bread, or Adelante™ Mini Tacos.
- Lean into tech: Mobile ordering and screens can streamline morning decisions for time-crunched diners. Performance partners with One Source Solution companies like me&u for gamechanging ordering tech on-the-go.
- Offer value-forward bundles: Pair a beverage + handheld (a Zebec® Mediterranean Wrap with a Cran-Lemonade Blast) as a package deal to drive habitual weekday visits.
- Spotlight premium grab-and-go: Elevate quick-service options with chef-crafted, ready-to-eat items or ingredients that feel fresh and high-quality. Turnkey, one-stop-shop, restaurant-quality programs like Perfectly Southern® Fried Chicken or Contigo Taqueria® are fast and easy ways to grab morning attention. And package any to-go offerings with First Mark Recyclable Containers and Bags to help guests feel better about the planet as well.
Breakfast has officially gone rogue, but that’s great news for business! Consider embracing grab-and-go, innovating with beverages, and feed those anytime appetites to capture the “morning rush,” even when it shows up at 2 p.m.
1: Mondelez International Foodservice: Six Foodservice Industry Trends for 2024
Six Foodservice Industry Trends for 2024 [INFOGRAPHIC] - from Let's Chat Snacks
2: Pos.ToastTab: Top 15 Breakfast Trends: Breakfast Stats and Trends (2025)
Top 15 Breakfast Trends: Breakfast Stats and Trends (2025)
3: Mintel: US Restaurant Breakfast and Brunch Trends Report 2025
US Restaurant Breakfast and Brunch Trends Report 2025 | Mintel Store
4: CNBC: Convenience Stores Are Eating Fast-Food Chains’ Breakfast