Breakfast isn’t the biggest driver of restaurant traffic, but it is one of its largest growth opportunities and the most profitable, says a University of North Florida finance professor.
That’s why he considers Maple Street Biscuit Co. founder Scott Moore’s venture into a second breakfast restaurant concept a reasonable one.
“According to the industry information giant, The NPD Group, breakfast represents only 20% of overall traffic share in the industry, but it has accounted for over half of the entire industry’s growth over the last 10-12 years,” said Eric Heninger, UNF adjunct professor in accounting and finance at the Coggin College of Business.