Millennials Changing the Breakfast Landscape | NBC 7 San Diego

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Millennials Changing the Breakfast Landscape

Forget the cereal -- millennials want different foods for breakfast, and quickly

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    From fast food restaurants to the cereal aisle in the supermarket, the way we eat breakfast is changing – and it has a lot to do with millennial age consumers. NBC 7's Consumer Bob reports. (Published Saturday, March 12, 2016)

    The breakfast landscape is changing -- with fewer people eating cereal -- and millennials may be at the root of it all.

    "I call our generation the hustle generation," said Patrick Eulmi, "We just like to get what we need and get out. No dishes, no prep time."

    Eulmi works at his family's breakfast restaurant, Perry's Cafe in Old Town San Diego.

    He says while younger people still come to the restaurant to eat, they often want their orders to go.  

    "They don't have time for everything else, they just have to get their food and get out of here," he explained.

    And that need-it-quickly attitude is changing the menu for many consumers, particularly those looking for modern breakfast options.

    Instead of eating at home, many find themselves stopping by fast food restaurants.

    McDonald's is now offering all-day breakfast and Taco Bell just introduced a $1 breakfast menu.

    Even cereal, a morning time staple, is taking a hit.

    A recent study by Mintel says 40 percent of millennials said cereal was an inconvenient breakfast choice.

    "It's not just pouring out some cereal," said San Diego State marketing professor Erlinde Cornelis, "It's also going to the grocery store, doing the dishes and all these things together makes it too much of a burden for them"

    Giammarie Pieri was eating breakfast at Perry's Cafe. She's a college professor and isn't surprised that fewer young people are eating breakfast at home.

    But she's critical of the reason.

    "I think they're just  lazy and their parents aren't there to make it for them," Pieri told NBC 7.

    Cornelis says many millennials grew up with working families where fewer meals were eaten at home.
    So the move to eat out rather than prepare their own meals is not surprising.

    He says younger consumers are "usually eating items that come in disposable wrappers like breakfast sandwiches, breakfast burritos and breakfast muffins."