As Eating Patterns Shift, Does Breakfast Still Have Traction?

Americans love breakfast. A recent survey indicated that 62% of
Americans chose breakfast as their favorite meal of the day. That
sounds like an opportunity. Kirk Ruoff, Founder and CEO of
Turning Points Restaurant, thinks so as he embarks on turning his
award-winning restaurant into a franchise concept. He spoke with
The Maine Course about his 24-year journey and why now is the
right time to spread good breakfast cheer to others.


When Ruoff purchased Turning Points, it was a failing lunch and
dinner establishment. It didn’t take him long to realize the
dinner crowd wasn’t cutting it, and he switched to breakfast and
lunch. Within three-to-six months, Ruoff had a hit on his hands.


Ruoff said he finds today’s diners are shifting their eating
behaviors. They aren’t always having three big meals a day, and
they’re choosing breakfast as their big-meal day starter. Often,
a hearty breakfast will take folks straight through till dinner.
“This concept of having brunch, this meal between breakfast and
lunch, is gaining a lot of traction,” Ruoff said.


Even the concept of breakfast is changing. Over the past couple
of years, Ruoff’s restaurant began offering vegan choices and
other menu items that people might not expect during the
traditional bacon, eggs, and pancake hours. It’s about keeping
things new and exciting and giving diners a chance to try
something they might not be able to make at home easily.


It’s a competitive market, and for any restaurant owner &
operator, it’s critical to look for ways, both large and small,
to differentiate. Ruoff employs a beverage manager to explore new
beverage options, source quality beans for their coffee, and
create a fun assortment of drinks for the kids. Creating an
experience around breakfast gives a customer a reason to seek out
a particular restaurant, and Ruoff now wants to expand his brand
beyond the New Jersey region. Turning Points Restaurant currently
has 21 locations serving three states (New Jersey, Pennsylvania,
and Delaware.) Ruoff envisions expansion along the eastern
seaboard with franchising the preferred method.


“Looking at our industry, and how restaurant managers and people
who run restaurants are treated on a day-in, day-out basis, they
typically clock anywhere from 65-80 hours a week,” Ruoff said.
“They’re working almost every night. They’re missing valuable
with their families.” A breakfast/lunch franchise offers these
people an opportunity to succeed while achieving a healthy
work/life balance.