BUILD ON THE BREAKFAST BOOM

The morning is up for grabs and now is a great time to snag your share. While dinner traffic has declined across nearly every restaurant segment in the last six months, breakfast has gained traction in commercial dining,¹ with bold, craveable builds in the driver’s seat.

Lunch and dinner spent the last decade getting bolder and more craveable, with loaded fries, smash stacks, hot honey on everything and sauce-forward builds across the board. Breakfast is finally catching the big, bold treatment it deserves.

As we see more indulgent and innovative options sweep over breakfast menus, it’s a great time to consider how you can optimize your menu to broaden appeal.  

Breakfast traffic is growing, but so is consumer scrutiny. As consumer ideas around value are shifting, so is the importance of “value.”

So what is value again? According nearly two-thirds of consumers, value means getting a good deal without sacrificing quality or experience, while another 21% define value as getting the best, even if it costs more.³ The operators winning on value aren't racing to the bottom on price. They're creating an experience that feels worth the spend—from the food itself to the details guests see on the table. 

In a market where every detail influences value perception, recognizable brands help reinforce quality, and Smucker’s^® and Jif^® are just about as recognizable as it gets.

The brands on the table say something about the quality of the entire meal. Offering Smucker’s and Jif portion control is a quick and easy way to say you care about the whole experience.

Higher prices and tightening budgets are the #1 and #2 reasons consumers cut back on restaurant visits.¹ To protect value perception while controlling cost, Smucker’s portion control spreads are one of the few moves that do both at once. 

The easiest way to boost your breakfast program: lean on a partner who your guests already trust.

For operators, Smucker's easy-to-serve portion control portfolio limits prep, cleanup and inconsistencies. For guests, the Smucker's name means they are in for something delicious at the table or on the run.

Check out the full Smucker’s portfolio and talk to your representative about more ways to drive breakfast traffic.

1 Datassential Key Traffic Drivers Elevate Huddle February 2026, from 2024-2026
2 Restaurant Business Online, IHOP expands its signature omelets platform and recharges coffee program, March 2026
3 Datassential, The Value Equation HotShot Report, November 2025
4 Datassential Tabletop Consumer Study 2026