The already intense competition for the declining but high-margin breakfast market is about to be pushed up several notches, as the nation’s second-largest restaurant chain, Subway, joins the fray.
Subway, which has been testing a breakfast menu in some U.S. cities and debuted the options in its approximately 2,000 Canadian units March 1, announced that it will roll out the menu in nearly all of its 23,000 U.S. locations as of April 5.
In line with its sandwich positioning, the chain’s breakfast menu offers customizable omelet sandwiches featuring eggs or egg whites (reportedly cage-free eggs, pleasing animal rights organizations) plus cheese. Choices include varieties with ham, bacon or steak, vegetables and condiments offered on the lunch menu, and several breads (flatbread, English muffin or the chain’s sub breads). Prices range from $1.75 for muffin melts to $6 for foot-longs.
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