Breakfast Pizza Forecast: Sunny Side Up

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No matter how you slice it, pizza is great any time of day. However, there’s a certain time period that is making a surprise rise amongst American pizza lovers — breakfast. A Technomic consumer survey showed that breakfast is the fastest growing daypart in the restaurant industry for pizza, and believe or not, most Americans like it served cold.

The Technomic survey said that 17% of “super heavy” pizza consumers have eaten pizza for breakfast, thanks to traditional breakfast ingredients like egg and ham served up on the ‘zas. And, it may even be more nutritious than other breakfast offerings.

As reported by PMQ Pizza Magazine, nutritionist Chelsey Amer told The Daily Meal that “pizza isn’t necessarily an unhealthy way to kick off your morning.” 

“You may be surprised to find out that an average slice of pizza and a bowl of cereal with whole milk contains nearly the same amount of calories,” Amer said. “However, pizza packs a much larger protein punch, which will keep you full and boost satiety throughout the morning. Plus, a slice of pizza contains more fat and much less sugar than most cold cereals, so you will not experience a quick sugar crash.”

Marla Topliff, president of Rosati’s Pizza and chairman of the National Restaurant Association’s Pizzeria Council, told PMQ Pizza Magazine that popularity with breakfast pizzas aren’t just on the consumer side, but also for restauranteurs due to the ease in which breakfast pizza can be made. 

“You can put anything on a pie,” Topliff said. “Fast-casual, five-minute pizzas have the lunch category covered. People want to be able to get in and get out. Dayparts have become a big factor and a booming trend. Everybody’s trying to capture a little of each of those. When we’re trying to get ready for a big football game on a Sunday, we’ll open our stores early and add a breakfast pizza in a lot of our pubs to capture that crowd, because that’s what they’re looking for.”

However, with breakfast cuisine becoming more blended throughout the day due to brunch and all-day breakfast menus gaining in popularity, time of day for breakfast pizza may not be a factor at all in the near future. Pizza Marketplace shared a Packaged Facts report that showed breakfast is indeed an all-day thing. “Not only are Americans losing the three-meals-a-day habit, but they’re strongly continuing the trend toward eating breakfast foods at any time of day.”

Packaged Facts Research Director David Sprinkle said in a release that, “Breakfast food menus and retail products can appeal to all budgets, all levels of appetite, and all food preferences and dietary requirements.” Since pizza is such a versatile food to begin with, it’s only natural that it would be making the shift into the breakfast category.

Pizza makers, take note: Americans love breakfast pizza served cold, In fact, 53% of 9,000 respondents in a mid-2019 Slice survey said that they prefer cold pizza for breakfast. Considering the amount of delicious food offered up for traditional breakfast (bacon or pancakes, anyone?) it’s clear that on-the-go demand is high. Who knew breakfast pizza was a dish best served cold? Of course, that’s not to say that that breakfast pizza isn’t great coming straight out of the oven, no matter what time of day it’s served.

Ready to test out breakfast pizza on your menu? Get your pizza pans at LloydPans by emailing Contact

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