UNF professor: Breakfast is a profitable niche with room to grow

Finance and accounting adjunct Eric Heninger weighs in on Maple Street founder Scott Moore’s next morning and lunch venture into soft tacos with Calico Cactus.


Eric Heninger, UNF adjunct professor in accounting and finance at the Coggin College of Business.
Eric Heninger, UNF adjunct professor in accounting and finance at the Coggin College of Business.
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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.

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