Subway prepares to intro breakfast menu – Are you ready to compete?

Sandwich behemoth Subway has recently announced the company is rolling out its anticipated breakfast menu in just a few short weeks. The blog WalletPop reports:

The sandwiches, scheduled to debut in North America on April 5, will feature healthier options such as egg whites, Black Forest ham and whole-wheat English muffins. You can also indulge yourself with steak and cheese on the chain’s traditional 6-inch or foot-long breads. Breakfast at Subway will range in price from $1.75 to $2.25 for English muffin melts to $4 to $6 or the foot-longs.

Adding breakfast also means adding coffee. Subway breakfast customers will  have the option to purchase a coffee and English muffin sandwich for $2.50.

So what does this mean for the independent operator? Since we have customers in so many different areas across the United States, we typically shy away from giving blanket advice regarding food. We don’t want to give advice that doesn’t fly with your particular local health department. Instead, we invite you to do some evaluations as to whether or not you should invest in a breakfast program, if you don’t offer one currently.

There are ways to simplify a hot breakfast menu by sticking to basics and working with minimal SKUs that can be adapted to different recipes, i.e., your eggs can be in 3 different sandwiches and used in a platter.  Partner with a local food supplier and distributor to see what options they can provide and be sure to check with local regulators as to what jives with area code.

The article also mentions a study by Mintel, a leading market-intelligence firm, that finds that restaurants added over 460 new breakfast to their respective menus in 2009, which is more than 2007 and 2008 combined. Despite a recent decline in breakfast and brunch sales, analysts predict a 13% market expansion between 2009 and 2014.

Eric Giandelone, director of research for Mintel foodservice, says, “To overcome contracting sales, restaurant operators need to be keenly aware of what drives people into restaurants for breakfast.” What better way to find out than to talk to  your customers. What are they looking for? What do they value? Where are they coming from when they visit? Where are they going when they leave?

To help determine if jumping into breakfast foray is the right thing to do for your business, call your Stockton Graham & Co. Customer Care Associate and request a FREE Marketing Area Profile today.

Mike Adams
Stockton Graham & Co.