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Faced with economic uncertainty and reduced consumer spending, the most important meal of the day – a.k.a., breakfast -- has been a challenge for restaurants over the past few years. In order to lure back customers to an already over-crowded breakfast marketplace, restaurant operators will need to give consumers what they want—and according to latest research from Mintel, that’s a healthy breakfast, as 66 percent of restaurant-goers say they are interested in healthier breakfast options.
Promisingly, Mintel’s research shows breakfast sales are expected to rebound in 2011, resulting in 4.1 percent growth and the healthy eating message is echoed by the 39 percent of restaurant diners who say breakfast options at their local eateries are too unhealthy. Regardless of the day of the week, two-fifths of consumers who eat breakfast out (39 percent on weekdays and 40 percent on weekends) say healthy breakfast options are the most important factor when selecting a breakfast spot.
“The demand for better-for-you options will likely continue as menu labeling laws go into effect,” says Eric Giandelone, director of foodservice research at Chicago-based market researcher Mintel. “Once customers see how much fat and calories are in their favorite breakfast foods, they will be more inclined to try a healthier alternative, and restaurant operators should adjust their menus accordingly.”
Another tack for restaurants to take is on convenience. Forty-three percent of restaurant patrons say they rarely have time to eat breakfast at home during the week, but another 50 percent say it’s just too time-consuming to stop for breakfast at a restaurant. Almost half of restaurant-goers say convenience is an important selection factor when dining out for breakfast.
“Convenience clearly is a significant factor, everyone’s time is precious in the morning. And of course, cost continues to be a concern,” adds Giandelone. “In a perfect world, restaurants will want to focus development efforts on how to provide patrons with easy, healthy, and flavorful breakfasts that are not cost prohibitive -- or least target some of those points.”
Mintel’s research also found that popular breakfast menu items vary by the day of the week. Breakfast sandwiches are the most popular on weekdays with 42 percent of restaurant-goers, while platter meals are the clear favorite on the weekends with 43 percent.