Americans Say a Good Breakfast Is Worth Losing Sleep Over

RICHMOND HEIGHTS, Mo., April 1, 2008 /PRNewswire-FirstCall/ -- Forks down, Americans say they will opt for a good, hot breakfast over 15 extra minutes of sleep and, when it comes to what to eat, consumers' taste buds don't cut corners. According to a new survey conducted by Braun Research for Panera Bread, three quarters of respondents will cut their shut-eye short for a good breakfast. An equal percentage of consumers say freshness and quality ingredients are essential components of a good morning meal.

Helping to satisfy America's breakfast needs, Panera Bread is introducing the antithesis to the microwaved, processed breakfast sandwich. Panera's fresher sandwich alternative is for those who know you have to break a few eggs to make a great breakfast sandwich. "At Panera Bread we believe customers deserve a breakfast that is made by bakers, not microwaves -- so we've developed a hand-crafted, made-to-order grilled breakfast sandwich that literally breaks the mold," said Panera Bread CEO and chairman Ron Shaich. "Our survey showed that 82 percent of consumers would prefer freshly-cooked eggs in their breakfast sandwiches and Panera is happy to oblige."

The survey offers a peek into Americans' breakfast habits, opinions and preferences:

America is a country of early birds who rely on breakfast to start the day right

    -- Nearly half of Americans classify themselves as "early birds" (46%)
       rather than night owls (24%).  Over three-quarters of Americans are
       awake by 7AM. Over 80% of Americans are ready and out the door in an
       hour or less.
    -- Fueling this "early bird" lifestyle, the majority (61%) of Americans
       eat breakfast everyday.
    -- Paying attention to mom's claim that breakfast is the "most important
       meal of the day," Americans confirm that a good breakfast does tip the
       scales in the right direction, boosting energy (56%), mood (44%), and
       productivity (40%).
    -- For a third of Americans starting with a good breakfast can even help
       curb snacking (36%) and makes them nicer to others: colleagues (29%) or
       a spouse/significant other (29%).


    A good breakfast is worth losing sleep over and helps us face the day

    -- Breakfast is an integral part of Americans' daily routine -- so much so
       that three-quarters of respondents say they would opt for a good
       breakfast over 15 minutes of extra sleep.
    -- When Americans know their day will be tough, they look to a hot
       breakfast to help them face the morning -- omelets (25%), breakfast
       sandwiches (23%), and pancakes (23%) are their fuel of choice.
    -- Americans also fess up that Mondays are when they crave a hot breakfast
       the most -- coming back from weekends requires a good morning meal to
       remedy the Monday blues.
    -- Most would actually choose to have breakfast by themselves (37%) rather
       than with a local sports star (19%), a TV morning anchor (14%), or
       their mayor (6%).

Americans want fresh breakfast options with quality ingredients -- and most can tell the difference

    -- Three quarters (75%) of Americans eat out or purchase breakfast on
       occasion, while a third (32%) does so at least once a week.
    -- Nearly half (43%) of Americans say they aren't generally pleased with
       the taste and quality of available breakfast sandwiches.
    -- When Americans eat out they do not want overly processed ingredients in
       their breakfast sandwiches (36%), and say they are turned off by
       breakfast sandwiches with eggs that are reminiscent of a sponge (36%)
       and bread that can be hard or stale (36%).
    -- Most people prefer a fresh cooked egg in their breakfast sandwich (82%)
       and can tell if it's not (75%).  Nearly everyone (90%) prefers that
       their breakfast sandwich be made fresh over frozen.

One thing is for sure -- Americans say they want a good breakfast and not just any old breakfast offering will suffice. Starting April 2008, Panera Bread will be offering grilled breakfast sandwiches at participating bakery-cafes nationwide. The antidote to the microwaved, processed breakfast sandwich, Panera's new line of breakfast sandwiches are made fresh daily with exceptional quality ingredients -- a combination of an all-natural egg, Vermont white cheddar cheese, Applewood-smoked bacon, or all-natural sausage, grilled between two slices of fresh-baked Ciabatta.

About Panera Bread

Panera Bread owns and franchises 1,167 bakery-cafes under the Panera Bread(R) and Saint Louis Bread Co.(R) names as of December 25, 2007. With its identity rooted in handcrafted, fresh-baked, artisan bread, Panera Bread is committed to providing great tasting, quality food that people can trust. Highlighted by antibiotic free chicken, whole grain bread, select organic and all-natural ingredients and a menu with 0 grams added trans fat, Panera's bakery-cafe selection offers flavorful, wholesome offerings. The menu includes a wide variety of year-round favorites, complemented by new items introduced seasonally with the goal of creating new standards in everyday food choices. In neighborhoods across the country, guests are enjoying Panera's warm and welcoming environment featuring comfortable gathering areas, relaxing decor, and free internet access provided through a managed WiFi network. At the close of each day, Panera Bread bakery-cafes donate bread and baked goods to community organizations in need. Additional information is available on the Company's website, http://www.panerabread.com.

About this survey

The data is based on a survey conducted on behalf of Panera Bread by Braun Research from February 19-27, 2008 by phone by sampling Americans who eat breakfast. The sample included 500 nationally representative Americans and over samples of 200 individuals living in 11 different specific market DMAs. The margin or error for the national audience is +/-4% and for the local markets is +/-7%.

Panera Bread(R) Breakfast Survey: National Results

America is a country of early birds who rely on breakfast to start the day right

    -- The majority (46%) of Americans classify themselves as early birds
       while only 24% claim to be night owls.
    -- The majority of Americans (61%) eat breakfast daily.
    -- Americans say that a good breakfast has a positive effect on the
       outcome of their day, most significantly in boosting their energy
       (56%), putting them in a better mood (44%), and making them more
       productive at work (40%).


    A good breakfast is worth losing sleep over and helps us face the day

    -- Over three-quarters of Americans (73%) would choose eating a good
       breakfast over sleeping 15 extra minutes.
    -- When facing a tough day, Americans need a hot breakfast to hit the spot
       -- especially breakfast sandwiches (23%), omelets (25%), and pancakes
       (23%).
    -- Americans also say they crave a hot breakfast on Mondays (25%) more
       than any other day of the week.
    -- Most Americans would actually choose to have breakfast by themselves
       (37%) rather than with a local sports star (19%), a TV morning anchor
       (14%), or their mayor (6%).


    Americans want fresh breakfast options with quality ingredients

    -- Americans admit there is room for improvement in their daily breakfast
       routines, and only 24% of Americans wouldn't change a thing about their
       current routine.
    -- Fifteen percent (15%) of Americans go as far as saying they are in dire
       need of a change to their breakfast routine.
    -- If the breakfast sandwich isn't fresh, Americans won't buy it -- 92% of
       Americans rate freshness and quality ingredients as being important to
       their breakfast sandwich.
    -- Lack of fresh ingredients is the number one reason people won't buy a
       breakfast sandwich and instead make it themselves (66%).
    -- Almost all Americans (82%) look for fresh cooked eggs in their
       breakfast sandwiches and most (75%) can tell if the eggs are not fresh.
    -- Americans also say that when eating breakfast out, they do not want
       overly processed ingredients in their breakfast sandwiches (36%), and
       are turned away from breakfast sandwiches with eggs that are
       reminiscent of a sponge (36%) and bread that is hard or stale (36%).


    Americans are up and out in less than an hour

    -- Over three-quarters of America (78%) is awake by 7AM, waking up at 6:32
       AM on average:

       -- Philadelphia                6:17
       -- D.C.                        6:25
       -- Tampa                       6:30
       -- Chicago                     6:32
       -- Pittsburgh                  6:36
       -- New York                    6:41
       -- St. Louis                   6:49
       -- Boston                      7:00
       -- Minneapolis                 7:07
       -- Detroit                     7:11
       -- Baltimore                   7:28


    -- Nearly all (82%) of Americans are ready and out the door in under an
       hour, taking 47 minutes on average:

       -- Chicago                    50 minutes
       -- Baltimore                  50 minutes
       -- Philadelphia               48 minutes
       -- St. Louis                  46 minutes
       -- New York                   45 minutes
       -- Boston                     45 minutes
       -- Detroit                    45 minutes
       -- Minneapolis                45 minutes
       -- D.C.                       44 minutes
       -- Pittsburgh                 42 minutes
       -- Tampa                      42 minutes

About this survey

The data is based on a survey conducted on behalf of Panera Bread by Braun Research from February 19-27, 2008 by phone by sampling Americans who eat breakfast. The sample included 500 nationally representative Americans and over samples of 200 individuals living in 11 different specific market DMAs. The margin of error for the national audience is +/-4% and for the local markets is +/-7%.