The battle of the breakfast is heating up today as Subway rolls into the arena giving away a free breakfast to introduce their new “make it your way” menu. According to their promos you can add everything from Spicy Jalapenos to Juicy Tomatoes to build your egg sub the way you like it.
Restaurants across the country are scrambling to get their cut of one of the industry’s most profitable day part. However, breakfast is tough and the market is getting tougher to compete in.
First MacDonald’s captured the McMuffin set and controlled the morning. Then the other hamburger chains followed in order to offer everything from wraps, to pancakes, to eggs on English.
Then the coffee giant, Starbucks developed the pre-made egg and convection oven concoction that I never thought would work. Reheated eggs don’t do much for me. But, for many with taste buds that can’t tell the difference between frozen hamburger or fresh, the convection creation seems to be working. Who would have thought?
And, when I first read Subway was opening for breakfast I shook my head in wonderment. Picturing an egg being fluffed in an espresso machine’s steam wand was the immediate vision. Then I realized Subway doesn’t have espresso. The company will be cooking their eggs in an oven.
From the looks of the choices on the menu – steak and eggs, peppers and eggs, and a variety of other vegetables and condiments, the subs appear – from their promotional material to look appetizing.
But that still brings us to the day part dilemma. Do customers really go into a fast food restaurant twice in one day, either for breakfast and lunch or breakfast and dinner? I have a hard time calculating how Subway expects to nor whittle away at their lunch, dinner and late night business.
The battle is certainly brewing. And it looks as though the competition is getting more serious daily.
Kranston recently returned from
For a buck-ninety-five two eggs splash into the frying pan atop a small dollop of butter. They sizzle, pop and splatter. A moment goes by and they get flipped and covered with a slice of cheese. Soon the sizzle stops. The roll is cut –occasionally crumbs fly- this is not an artist behind the counter – this is a man with a mission – pay the rent.
You can hear the paper being bundled around the creation and suddenly the knife passes through paper, crust, cheese and egg. It’s placed in a bag, the coffee is poured and you’re off.
Passing Subways to get to the subway with breakfast ready to go. But that’s the day part scenario in
And for the 32, 839 Subway stores across the globe, it will be interesting to see just how differently the world will eat…breakfast.
Gotta go, I have to get my free breakfast sub.