April 10th, 2025
The Canadian breakfast restaurant industry is experiencing significant shifts, influenced by evolving consumer preferences and broader societal trends. Morning visits now constitute 29% of all restaurant visits, marking a 1% increase from 2023 and a 2% rise from 2019, underscoring the growing importance of the breakfast segment according to Circana.Here are five emerging trends in the Canadian breakfast restaurant industry.
Breakfast sandwiches remain the top choice for morning diners, accounting for 10% of all morning visits, translating to approximately 550 million servings annually – a 2% increase from the previous year. Notably, breakfast wraps have emerged as the fastest-growing sub category item, with a 16% surge from 2023, reaching 110 million servings. This trend reflects a consumer preference for convenient, handheld options that cater to on-the-go lifestyles.
Coffee continues to be the most consumed breakfast beverage in Canada, with brewed coffee surpassing one billion cups annually. However, the landscape is evolving, with cold specialty coffees experiencing notable growth. In 2024, Canadians consumed 250 million servings of cold specialty coffee, marking a 3% increase from 2023. This uptick is particularly pronounced among younger demographics, such as Gen Z and Millennials, who are driving the demand for diverse and innovative coffee offerings.
The way Canadians consume breakfast is also changing. Currently, 36% of all breakfast meals are consumed at home through takeout and delivery services – a trend that saw a significant spike in 2020 during the COVID-19 pandemic. Additionally, 28% of morning meal visits are consumed in the car, highlighting the need for portable breakfast options. Notably, delivery services have seen the highest growth among all consumption methods, with a 21% increase from 2023, now accounting for 3% of all morning meals.
Customers expect their meals to be structured in a certain order. If their food comes jumbled up or at staggered times, it could diminish the quality of service. Make sure your staff serve drinks, starters, mains, sides, and desserts in that order, ensuring that everyone at the table receives their food at the same or very similar times.
Interestingly, burgers are making their way into the breakfast scene, particularly among Gen Z consumers. Burgers now represent 5% of morning meals among this demographic, reflecting a 30% increase from 2023. This shift suggests an openness to non-traditional breakfast items and a blurring of meal categories.
In summary, the Canadian breakfast restaurant industry is navigating a landscape marked by a demand for convenience, diverse menu offerings, and the influential preferences of younger consumers. Establishments that adapt to these trends by offering portable, customizable, and innovative breakfast options are well-positioned to thrive in this evolving market.
Gen Z now accounts for 20% of morning meals, with rising preferences for burgers (+30%) and eating breakfast at nontraditional times.