Healthier Breakfast Items the Order of the Day


Today’s consumers are looking for ease and convenience in addition to healthy offerings when it comes to breakfast according to the latest research from the research firm Mintel. Alerting truckstop managers to this emerging trend could boost their sales and increase profits for locations and their suppliers alike.

Mintel’s research shows that 66 percent of restaurant-goers say they are interested in healthier breakfast options, and breakfast sales are expected to grow 4.1 percent in 2011. What’s more, 2/5 of those surveyed said healthy breakfast options are the most important factor when selecting a breakfast spot and 39 percent of restaurant diners said breakfast options at their local eateries are too unhealthy.

“The demand for better-for-you options will likely continue as menu labeling laws go into effect,” said 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.”

Almost half of restaurant-goers said ease and convenience is also important. Forty-three percent of restaurant users said they rarely have time to eat breakfast at home during the week, but another 50 percent said 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 said. “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.”

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.

{HBMHighway Business Matters is a brief semi-monthly newsletter created exclusively for companies that provide products or services to the truckstop and travel plaza industry. Highway Business Matters will keep you informed on trends, tactics, and tips to help you connect to the $65 billion truckstop and travel plaza industry. 

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Mindy Long's photo

Mindy Long

Before launching a full-time freelance career, Long edited NATSO's Stop Watch magazine. Prior to that Long worked as a staff reporter for Transport Topics, a weekly trade newspaper, covering freight transportation, fuel and environmental issues. In addition to covering the transportation sector, Long has written, reported and edited for a variety of media outlets. She was the Washington correspondent for WCAX-TV (CBS) in Burlington, Vt., a criminal court reporter in Chicago and a freelance copy editor for Kiplinger’s Personal Finance magazine in Washington D.C. Long hold a master’s degree from Northwestern University’s Medill School of Journalism in Evanston, Ill., and a bachelor’s degree in Communications from Westminster College in Salt Lake City.More
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