Creating a Breakfast Destination in Deli

There are growth opportunities in the a.m.

Delis are capitalizing on breakfast opportunities by providing different options for eating on-the-go.

Whether selling hot, hand-held breakfast sandwiches using bagels, biscuits, croissants or English muffins; serving breakfast burritos on tortillas; or displaying quiches in the cold case that can be quickly warmed up, there are growth opportunities within the daypart.

“It’s important to note that sandwiches are no longer just for lunchtime,” says Britt Williams, director of marketing for North American Foodservice at General Mills, based in Minneapolis, MN. “We’re seeing continued opportunity around breakfast sandwiches.”

During his “Future of Deli” presentation at the International Dairy Deli Bakery Association Show in Orlando this past June, Luke Abbott, founder of Encinitas, CA-based Vdriven, a consulting and brand management company, noted that although the morning meal only comprises about 1.2% of total deli sales, the segment grew close to 20% year over year.

This indicates carving out a breakfast spot in the department may make sense for retailers.

To take advantage of this opportunity, Abbott suggests offering items like egg bites, breakfast burritos, biscuit sandwiches, congee and shakshuka. If it is warranted by the demographic and volume — and the labor is available — having an action station for omelets or pancakes may be another option. This not only expands the deli offerings with a fresh, hot breakfast, but also adds theater to the customer experience.

Breakfast food manufacturers are also capitalizing on morning opportunities in deli. One is Hopewell Junction, NY-based Crepini Foods, a maker of gluten-free protein pancakes made from cottage cheese, eggs and oat flour.

“What sets us apart is that our product can be eaten cold, [which adds to its versatility in the deli],” says Lisa Shkolnik, chief marketing officer. “The pancakes can be thrown into a cooler for breakfast or lunch.”

In addition to refrigerated vanilla, chocolate chip, mini banana and mini vanilla varieties, Crepini is introducing a new lemon-flavored pancake line with added fiber.

“It’s a good fit for supermarket delis,” says Shkolnik. “It has taken off like a rocket ship because the protein trend is an evergreen eating habit, and we jumped on this early.”

She adds that the pancakes offer unique cross-merchandising opportunities in the deli, as well.

“Customers can even put deli meat on our vanilla pancakes, because they’re not too sweet,” notes Shkolnik. “And any spread would be good on them with sliced meat and cheese.”

She notes that more delis are introducing a brunch set in the department.

“The fact that our pancakes are refrigerated and served cold makes them a great deli item,” says Shkolnik.