Beijing officials undertaking a citywide effort to create 100,000 service-sector jobs are looking to the humble breakfast. A China News Service report quoted Beijing Vice-Mayor Zai Hongxiang as saying the so-called Breakfast Project - a government initiative promoting the morning meal that has been up and running in some areas for about a year - should be lining up jobless people with food outlets needing staff to serve the meal. The city also would help arrange work for the jobless handling recyclable materials, performing neighbourhood security or taking care of homes, the report said. A representative of the Beijing City Commerce Committee, which oversees the Breakfast Project, said it was too early to say how many unemployed people could participate. A similar effort in Tianjin from 1997 to 2000 employed 3,200 jobless women. The Beijing project is also aimed at the health of diners, and city officials may offer preferential treatment to restaurants that offer clean food with consistent quality. Seventy per cent of Beijingers say they are dissatisfied with restaurant breakfasts because of a perceived lack of sanitation. In Dongcheng district, which covers half of the core downtown area, five larger restaurants and 10 smaller ones have opened during the past year to serve about 800 people each day, making profits of up to 2,500 yuan (HK$2,325) per mealtime. A restaurant should be able to increase annual revenue by 190,000 yuan by improving its breakfast menu, said Sun Guiben, spokesman for Xinghua Foods. His company operates the five larger outlets. Before the newer restaurants opened, many restaurants were losing money at breakfast as prices went up and patronage down. Of the 10,000 restaurants in Beijing, only 20 per cent serve breakfast, China News Service said. It said many lost customers because of poor sanitation. In the past, Mr Sun said, diners would share napkins or be served in unclean bowls. Restaurants should replace the street breakfast vendors who often sell oil bread twists and pancakes near the gates of major employers or outside stations. Street vendors did not suit the image of an international city, Mr Sun said. The Dongcheng restaurants did not necessarily hire unemployed people, Mr Sun said. And Ma Long, deputy general manager of the Cuihualou Restaurant, said the city's pro-jobless policies had not 'hit the ground' yet.