‘Hilton Breakfast Alliance’ Uncovers The State of Breakfast

Hilton Worldwide
Published: May 20th, 2019

Sparks a Movement to Transform the Most Important Meal of the Day Into an Opportunity for Connection

New research reveals nearly half of Americans feel disconnected to those around them at breakfast, but almost all believe sharing the meal would yield positive effects

May 20, 2019 // Franchising.com // MCLEAN, Va. - It is frequently called the most important meal of the day, but a new nationwide survey by the “Hilton Breakfast Alliance” - five hotel brands that collectively serve nearly 200 million free hot breakfasts annually - found that breakfast in America may actually be the most neglected meal of the day.

Hilton’s family of brands that offer free, hot breakfast to guests - Embassy Suites by Hilton, Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton and Home2 Suites by Hilton - today unveiled The State of Breakfast, a consumer survey, which found that Americans want more opportunities to make breakfast a priority and connect with their loved ones.

Among the results:

• The vast majority of Americans (79 percent) believe breakfast is the most important meal, and 80 percent believe a shared breakfast can set the tone for the day.
• In fact, 89 percent of Americans believe having breakfast with family or loved ones is a recipe for a great day and would make them feel happier (47%) and more fulfilled (38%).
• Despite this, the majority of Americans (56%) admit they skip breakfast more than any other meal. And sadly, fewer than one in 10 get to share the morning meal with family or friends.

“The ‘Hilton Breakfast Alliance’ is on a mission to transform breakfast, taking it from an isolated, rushed and disconnected experience to an enjoyable opportunity to start the day by connecting with others,” said Bill Duncan, global head, All Suites and Focused Service category, Hilton. “Every day in our hotels, we see the bonding that occurs when family and friends share breakfast together. It’s a great opportunity to reconnect while on the road - and should be at home, as well.”

The “Hilton Breakfast Alliance” is encouraging everyone to make breakfast the most connected meal of the day starting Memorial Day weekend, the traditional kick-off to the summer travel season. Saturday, May 25, becomes “Eat Breakfast Together Day,” and Hilton encourages people to take a pledge to enjoy the most important meal of the day with others. National TV personality and lifestyle expert Brandi Milloy is joining the “Hilton Breakfast Alliance” to celebrate Eat Breakfast Together Day.

“Like many people, my favorite meal is breakfast. But with crazy schedules, it feels like we’re always rushed,” Milloy said. “That’s why my family and I really savor those mornings where we spend meaningful time together over breakfast.”

“Pro tip,” Milloy offered, “summer travel is the perfect time to get in the habit of starting the day with breakfast together. Bonus points if everyone puts their phones away.”

To take the pledge to eat breakfast together, visit www.HiltonStateofBreakfast.com and follow the mission on social with #HiltonBreakfast. Those who take the pledge will be entered for a chance to win a weekend stay at a select Embassy Suites by Hilton, Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton or Home2 Suites by Hilton property, where they can enjoy a hot fresh breakfast each morning of their stay.

Other survey highlights include:

• The Power of Breakfast: Close to two-thirds (62%) of parents think eating a sit-down breakfast while on vacation is the best way to connect as a family - more so than taking a trip to a local attraction, visiting the beach, hiking or attending a sporting event or concert.
• Putting Breakfast on the Backburner: Nearly all (95%) Americans admit to doing some sort of other activity while they eat breakfast. Close to two-thirds (62%) reveal that they are typically using technology, be it using their phone or computers to check emails and social media (36%), watching TV (31%) or listening to music or a podcast (21%).
• A Breakfast Disconnect Plagues the Nation: Nearly half (49%) of Americans admit they usually feel disconnected to those around them at breakfast and less than half (41%) say they have conversations with the people around them while eating breakfast, with only 20% feeling those conversations are meaningful.
• Building Better Breakfast Connections: Four-in-five (81%) admit they wish they had more opportunities to sit down and eat breakfast with the people they care about, but 87% of Americans believe simple changes can make them feel more connected, like having breakfast together (44%), having more meaningful conversations at the breakfast table (38%), unplugging from digital devices (38%) or making breakfast a priority (37%).
• Making Time for a Better Breakfast: Four in five (80%) parents are willing to give something up to have more meaningful conversations with their children at the breakfast table, whether that be an hour of sleep (58%), a year of dessert (40%), TV (43%), smartphone (35%) or even 5% of their income (15%).

“Hilton Breakfast Alliance” to the Rescue
Through The State of Breakfast survey, the “Hilton Breakfast Alliance” unveils that from spending quality time with others to simply sharing a delicious meal, nothing beats sitting down with others for breakfast.

Whether on a business trip, family vacation or flying solo, the “Breakfast Alliance” of Hilton brands provides unique breakfast offerings as well as morning classics, across its more than 3,200 properties in the U.S.:

• Embassy Suites by Hilton: With its cooked-to-order breakfast - including custom omelets - Embassy Suites will satisfy even the pickiest eaters (and their parents), so they can make time for what really matters - connecting with the ones they love.
• Hampton by Hilton: Hampton by Hilton changed the game as the first hotel brand in its segment to serve a free, hot quality breakfast. The brand is continuing to raise the bar by rolling out a new breakfast experience across its properties in the U.S. and Canada throughout the summer. Hampton’s fresh-baked waffles that guests have known and loved will get a whole new look with the option to create four individual mini waffles, along with delicious new flavors including Blueberry, Chocolate, Banana and Cinnamon Roll. The new breakfast will also introduce category firsts such as Greek yogurt smoothies and pressed juices.
• Tru by Hilton: Tru by Hilton guests don’t have to choose between a consistent, fun experience and an affordable price - right down to its breakfast. The sky is the limit with a complimentary build-your-own "Top It" breakfast bar. Guests can create Waffle Boat masterpieces from more than 35 toppings including healthful, sweet and savory items.
• Homewood Suites by Hilton: Homewood Suites by Hilton offers all guests a complimentary, daily full hot breakfast to kick start the day. For those needing that extra hour to get ready or squeeze in their morning yoga stretch in their spacious suites, Homewood Suites has their back with the option to get groceries delivered to whip up breakfast in their own fully equipped kitchen.
• Home2 Suites by Hilton: Everyone can have a breakfast companion at the popular communal Inspired Table at Home2 Suites by Hilton. Guests can enjoy more than 400 breakfast combinations, including breakfast sandwiches, waffles, oatmeal, fruit and cereal.

To learn more about The State of Breakfast survey and for more information on the “Hilton Breakfast Alliance”, including its hot free breakfast offerings and signature morning meals: https://newsroom.hilton.com/brand-communications/page/hilton-state-of-breakfast.

*Kelton Global conducted The State of Breakfast Survey among 1,571 nationally representative Americans ages 18+ from April 9-12, 2019 via an online survey with an overall margin of error of 2.5%.

About Hilton

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 17 world-class brands comprising more than 5,700 properties with more than 923,000 rooms, in 113 countries and territories. Dedicated to fulfilling its mission to be the world’s most hospitable company, Hilton earned a spot on the 2018 world’s best workplaces list, and has welcomed more than 3 billion guests in its 100-year history. Through the award-winning guest loyalty program Hilton Honors, more than 89 million members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy, plus enjoy instant benefits, including digital check-in with room selection, Digital Key, and Connected Room. Visit newsroom.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.

SOURCE Hilton