Supermarkets, Bite Into Breakfast!

Articles
February 24, 2010

Supermarkets, Bite Into Breakfast!

The meal that moms always told us not to skip could become a saving grace for supermarkets in this recession

The meal that moms always told us not to skip could become a saving grace for supermarkets in this recession – if they approach breakfast the right way for millions of people who no longer commute to work, and who no longer buy their hot sandwiches, home fries, eggs and coffee at the fast-food restaurant.

Of course, people who aren’t earning money (and many who do work, but still need to save) are cutting corners to economize. Yet SupermarketGuru.com sees this breakfast sales slowdown as a vast opportunity to help shoppers in several ways: 

First, supermarkets could assemble breakfast components in their weekly circulars and run themed promotions for nutritious, value-priced breakfast foods, which people could make at home. Many of these could be microwavable for added convenience. Second, stores could reinforce the health benefits of eating breakfast with literature and merchandising in the store, and education on the website. Third, stores with ample space (perhaps those with sit-down, in-store dining areas) but no current breakfast effort could put fannies in those seats with a simple microwave, cereals, coffee percolator, milk and teas. It could be a self-service area, perhaps with newspapers and wi-fi to give job seekers a destination – your store – and a welcome change of scenery.

The fast-feeders still try to prime the breakfast pump with dollar items.  Breakfast accounted for as much as a quarter of sales at some fast-food chains in better times, reported the Washington Post. But now they’re hurting – and that could be supermarkets’ gain. We believe the more healthful environment of a supermarket could resurrect mom’s wish – eat breakfast every morning—in the style she would prefer. It is comfort food, nostalgia, and a necessary lift that helps clear people’s heads for the day ahead.  Consumers will remember the stores that made this stressful time easier for them too.