• by Karlene Lukovitz , March 1, 2011

Restaurant breakfast sales should rebound in 2011, rising by a projected 4.1%, according to the latest research from Mintel. However, restaurants offering healthier breakfast options are likely to have the edge.

More than two-thirds (66%) of restaurant diners confirm that they are interested in healthier breakfast options, according to Mintel. Furthermore, regardless of the day of the week, two-fifths of consumers who eat breakfast out (39% on weekdays and 40% on weekends) say that healthy breakfast options are the "most important" factor in selecting a breakfast venue.

However, 39% say that breakfast options available at their local eateries are too unhealthy.

"The demand for better-for-you options will likely continue as menu labeling laws go into effect," observes 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. Restaurant operators should adjust their menus accordingly."

Focusing on convenience is also key. While 43% of restaurant diners say they rarely have time to eat breakfast at home during the week, another 50% say that it's just too time-consuming to stop for breakfast at a restaurant. Nearly half report that convenience is an important selection factor when dining out for breakfast.

"Of course, cost continues to be a concern," adds Giandelone. "In a perfect world, restaurants will focus development efforts on how to provide patrons with easy, healthy and flavorful breakfasts that are not cost-prohibitive ... or at least target some of those points."

Mintel also found that popular breakfast menu items vary by day of the week. Breakfast sandwiches are the most popular on weekdays with 42% of restaurant-goers, while platter meals are the clear favorite on weekends (43%).