Sixty-six percent of restaurant-goers say they want healthier breakfast options, according to the latest Mintel research. Another 39 percent of restaurant diners say that breakfast options at their local eateries are too unhealthy. 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 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.”
Convenience is also an important element for restaurants to look into. Almost half of restaurant-goers say convenience is an important selection factor Forty-three percent of restaurant users 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.
“Convenience clearly is a significant factor; everyone’s time is precious in the morning. And of course, cost continues to be a concern,” Giandelone says. “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 43 percent says platter meals are the their favorite on the weekends.