Breakfast, of late the most challenging meal of the day–at least for foodservice operators– may finally be back to being the most important. According to new findings by market research firm Mintel, 66 percent of restaurant patrons are interested in more healthful breakfast options.

Thirty-nine percent of restaurant patrons surveyed said the breakfast options at their local eateries are too unhealthy, and two-fifths said when they look for a place to eat breakfast, healthy choices are the most important factor.

“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.”

The survey also indicated that convenience remains a key trend. Nearly 50 percent said convenience is an important selection factor when eating out in the morning.

“Convenience clearly is a significant factor, everyone’s time is precious in the morning. And of course, cost continues to be a concern,” Giandelone added. “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.”

Another insight the survey revealed was that breakfast sandwiches are the most popular weekday item, while platter meals rule the weekends.