Rise & Dine: Breakfast on the Go
By Meline Beach
Often referred to as the most important meal of the day, breakfast fuels your body with essential nutrients to provide energy after an overnight period of fasting.
As a market that is projected to grow significantly over the next several years, breakfast also represents an opportunity for many convenience stores to cater to busy commuters who seek value and speed during their morning routine. Some c-stores realize the profit potential of breakfast programs and choose to capitalize on this expanding market segment with innovative programs designed to capture the breakfast crowd with quick, portable, and satisfying morning meals.
Consumer Preferences
Convenience is paramount for breakfast customers with busy schedules and on-the-go lifestyles. Handheld options that are easy to eat with minimal mess and bold flavours, as traditional favourites or innovative formats, are in high demand. Unique items like breakfast pizzas, topped with scrambled eggs, sausage, bacon, and cheese, offer a fresh twist on a favourite meal. For health-conscious customers, breakfast bowls featuring superfoods like chia seeds, berries, yogurt, granola, and nuts provide a lighter, nutrient-packed option. Plant-based and gluten-free alternatives appeal to consumers who seek options that align with their dietary preferences. Globally-inspired dishes, like Mexican breakfast burritos, Middle Eastern Shakshuka cups, Indian masala omelette wraps and French croissant breakfast sandwiches are some examples that cater to customers with an international palette, especially in urban areas.
Joseph Belcastro, general manager of the Classic Group of Companies, which has been serving the foodservice industry since 1962, highlights the growing appeal of grab-and-go breakfast items. “We’re seeing more interest in options like overnight oats, yogurt parfaits, breakfast wraps, and sandwiches,” says Belcastro. “Ethnic variations of traditional breakfast items, offering unique flavours and new twists, have also gained traction over the past year.”
Some of their most innovative breakfast items and formats developed specifically for the c-store channel include peanut butter and chocolate overnight oats, energy bites, and spicy mayo breakfast hashbrown wraps.
In addition to product innovation, Belcastro adds that portability, as in convenient packaging, is also a key factor in profitability for c-store retailers. Heatable sandwiches and energy bites, which allow for on-the-go consumption, are gaining popularity.
Cost-effectiveness also plays a role in driving profitability. For under $10, customers of Rabba Fine Foods can enjoy a variety of balanced and satisfying breakfast options that are both convenient and affordable. The family-owned enterprise has been serving breakfast since the 1960s and has established a network of 37 locations across the Greater Toronto Area.
“Our breakfast offerings include items like egg wraps, fruit salads, yogurt parfaits, and fresh bakery, such as croissants and muffins,” says Rima Rabba, head of marketing at Rabba Fine Foods. “Among these, fresh items like baked goods, granola yogurt parfaits and fruit salads are especially popular with our customers for their combination of freshness, taste, and convenience.”
Many Rabba locations also feature in-store Tim Hortons or Subway franchises, further expanding breakfast options for customers.
All-Day or Limited-Time Offering
For retailers looking to increase breakfast traffic, limited-time offerings (LTOs) can add excitement. New products or promotions, such as combo deals pairing breakfast items with coffee at discounted prices, not only encourage cross-selling but can draw in customers looking for value.
Alternatively, all-day breakfast offers flexibility for customers with busy lifestyles and varying work schedules, including late risers, shift workers, and those simply craving breakfast foods at non-traditional hours.
“At Rabba, our peak times are weekday mornings, but we make breakfast available all day to meet the needs of busy professionals, commuters, and students,” says Rabba. “Our menu is largely static for consistency, but we occasionally add LTOs and seasonal items to keep things exciting. Our grab-and-go options are prepared in-house using fresh ingredients from trusted suppliers.”
Marketing and Promotion
While quality and convenience are critical to the success of a breakfast program, effective marketing and promotion are equally essential for driving customer engagement and boosting sales.
“Over time, we’ve learned the importance of listening to customer feedback and adapting our offerings to meet their needs,” says Rabba, who claims that consistency in freshness, quality and accessibility, combined with a diverse range of options, are key factors to the success of their breakfast program. “We also promote our offerings through in-store signage, digital platforms, and targeted campaigns that feature breakfast items at promotional prices, making them an attractive choice for our customers.”
Point-of-purchase advertising, including pump toppers can help promote a c-store’s breakfast program, as well as effective use of social media, mobile apps, loyalty programs and community partnerships.
Point-of-purchase advertising, such as pump toppers at gas stations, is a highly effective way to promote a c-store’s breakfast program as it directly targets customers while they fuel up, creating an immediate reminder to grab a quick meal. The integration of social media and mobile apps can help extend awareness by providing real-time updates on promotions, new menu items, and seasonal offers. Engaging customers through loyalty programs offers added incentives for repeat business. Partnering with local community organizations or events can further enhance visibility and create a sense of connection. Together, these tools create a cohesive strategy that not only drives awareness but also builds customer loyalty, boosts sales, and strengthens brand recognition.
Rabba takes a customer-centric approach to its foodservice program by integrating its breakfast program into its broader community-focused initiatives to ensure it remains top of mind and aligns with the Rabba commitment to providing fresh, convenient, and high-quality food solutions.
Belcastro echoes the importance of a strong marketing and merchandising strategy for a successful breakfast program. “We help C&G operators with marketing initiatives, merchandising, and plan-o-grams to ensure consistency across the board,” he explains. “In addition to our distribution network, we partner with reliable distributors that ensure fresh products and on-time delivery. For C&G operators facing labour shortages or ingredient inconsistencies with their in-house program, we offer solutions that allow them to focus on maintaining a well-stocked and visually appealing food section.”
Going Forward
Breakfast remains a significant opportunity for C&G retailers to drive traffic and boost sales. By focusing on convenience, quality and traditional favourites or innovative menu items, retailers can meet the evolving needs of today’s on-the-go consumers. The key to success lies in understanding and exceeding customer expectations with portable breakfasts, bold flavours, and affordable pricing. Successfully marketed and promoted as an all-day breakfast program or LTO, C&G retailers are well-positioned to offer customers a quick delicious start to their day.
Meline Beach is a Toronto-based communications practitioner and frequent contributor to Convenience and Carwash Canada. In addition to freelance writing, Meline provides communications and public relations support to businesses across Canada. She can be reached at www.mlbcomms.ca.
