School breakfast program in the U.S. has been started long time ago, since 1966. At present, participation in the School Breakfast Program in the U.S.A. grew to include approximately 85 percent of schools. The School Breakfast Program is a federally assisted program that provides cash assistance from government or states, according to family’s monthly income. Instead of receiving reimbursement (cash refund), in return, schools must serve breakfast that meet Dietary Guidelines for Americans. A persisting problem in the U.S. is the low participation rate of low income families. There are many reasons for this phenomenon and one of such reason is that participation is greatly affected by the type of school breakfast program offered. In this study, the school breakfast program in the U.S was reviewed and the contents of this study are followed below;1. History of US school breakfast program and current situation 2. SBP as a federally assisted meal program.3. Importance of school breakfast program 4. School breakfast menu planning 5. School breakfast service models

The purposes of this study were as follows. First is to compare the importance of operational factors to determine types of school breakfast program, and second is to do the preference analysis of operation-related people depending on the attributes and levels of the operation of school breakfast program. The questionnaires developed for this study were distributed to 134 school dietitians, 114 school foodservice officials at the educational board, 68 staff members of foodservice contractors and 493 parents. Statistical data analyses were performed using SPSS/WIN 12.0 for descriptive statistics and conjoint analysis. The conjoint design was applied to evaluate the hypothetical foodservice types. According to the analysis on the attributes and levels of the school breakfast operation, the relative importance of each attribute was as followsprice (36.30%), menu (29.60%), foodservice staff (22.54%), serving type (11.55%) to school dietitians, price (34.99%), menu (28.15%), foodservice staff (23.52%), serving type (13.35%) to school foodservice officials at the educational board, menu (30.55%), price (30.24%), foodservice staff (28.75%), serving type (10.47%) to staff members of foodservice contractors and price (36.34%), menu (29.73%), foodservice staff (21.01%), serving type (12.92%) to parents. The results of the conjoint analysis indicated that the school dietitians and school foodservice officials at the educational board preferred the school breakfast operation program with 3 traditional menus and 2 convenience menus per 5 day, 1~3 foodservice staff, with a price range of 1501~2000won, and tray serving. Staff members of foodservice contractors preferred the school breakfast operation program with 3 traditional menus and 2 convenience menus per 5 day, 1~3 foodservice staff, with a price range of 2501~3000won, and tray serving. Parents preferred the school breakfast operation with 5 traditional menus per 5 day, 6~7 foodservice staff, with a price range of 2501~3000won, and tray serving. About a half of school dietitians considered that elementary schools were appropriate for the suggested school breakfast operation program. But, 68.2% of school foodservice officials at the educational board, 69.1% of staff members of foodservice contractors, and 38.1% of parents considered high schools to be the suitable model. Therefore, it indicated the need to recognize the different opinions among breakfast operation-related people and take these factors into consideration in developing the school breakfast program.