The biggest midday-market news for foodservice establishments is that lunch has become the incredible shrinking daypart: the American lunch “hour” has shrunk to 25 minutes, and many workers eat lunch on the run or at their desks. Going out for a lengthy sit-down lunch at noon is becoming so rare a luxury that fewer fine-dining houses are now open in the mid-day hours, although business catering continues to provide mid-day business for some operators.

But all is not lost for lunch purveyors. Lunch is the most frequent dining-out occasion for most Americans, with nearly half buying mid-day food from a food service establishment. And more than a third of all foodservice sales are in the lunch daypart.

The Revolution in Dayparts: Lunch in the Foodservice Market, new from Packaged Facts, examines not only the current and forecast size of the foodservice lunch market but also the role of lunch in commercial and non-commercial foodservice outlets with a focus on trends driving sales as well as trends influencing the kinds of food offered.

Report Methodology
The information in this report was obtained from both primary and secondary research. Primary research entailed consultations with industry experts and on-site examinations of the foodservice sector.

Secondary research entailed gathering data from relevant trade, business, government, and company sources, as well as other proprietary data supplied by Simmons Market Research Bureau, Inc., a demographics specialist that semi annually surveys tens of thousands of adults on their purchasing habits.

What You’ll Get in this Report
The Market
(including market size and composition, and projected market growth)

• The Marketers (including discussions of specific marketer brand and market shares)
• The Consumer (who’s buying what, and where)
• Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

About This Series
Lunch in the Foodservice Market is the second of a Packaged Facts series, The Revolution in Dayparts. Other volumes examine breakfast, dinner and after-hours dining, and how each segment is affecting the burgeoning foodservice channel.

How You Will Benefit from this Report
If your company is already competing in the foodservice industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for lunch. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the lunch consumer.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for lunch menus.
• Research and development professionals stay on top of competitor initiatives and explore demand for lunch.
• Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to go out for lunch.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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