Rothwell said alternative missions were food-to-go occasions outside of buying coffee or lunch.
“Although many retailers and specialists are focusing their efforts on breakfast, this is a relatively small market and spend per trip can be quite modest.
“We’re therefore expecting to see a broader focus on alternative missions at different times of day – some of this might be for evening meals. But there may also be opportunities at other times of day, for example a post-work snack or post-gym energy boost.
“Snacking provides a great opportunity for food-to-go operators. Almost half (45%) of UK adults have bought a snack on-the-go in the last month, so the size of the prize is huge.”