Industry News | October 18, 2002

Starbucks Testing Breakfast Sandwiches

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The chain that gave us the gourmet coffee fad is testing the breakfast market.

According to Dow Jones Newswires, Starbucks has confirmed that it is testing four hot breakfast sandwiches in twenty Seattle stores. The sandwiches are made with pastry dough and feature different combinations of traditional breakfast foods - ham, egg and cheese; bacon, egg and cheese; sun-dried tomato, basil and cheese; and three-pepper cheese and egg. They are made off-premise and heated in-store in convection microwaves. Each is priced at $2.95.

"The goal of the (breakfast sandwich) program is to increase sales in the AM day part by offering a protein-filled, hot breakfast accompaniment to our coffee beverages," said Audrey Lincoff, a Starbucks spokeswoman.

The results of the test will be analyzed after the coming holidays to determine the future of the Starbucks breakfast.