Industry News | May 7, 2010

Bruegger's Gets Ready for Summer with New Offers

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Bruegger’s Bagels will have value in mind this summer, with menu options that are easy on the budget while still satisfying, tasty, and fun.

The 295-unit bagel chain is now highlighting its budget-friendly breakfast sandwich options, with a 4 Under $4 campaign. The four sandwiches, available all day, will feature two current favorites, but Bruegger’s Chef Philip Smith has also created two new sandwiches that pack a flavor punch, without punching a hole in the wallet.

The new “Western” features egg, bacon, and flavors of roasted veggies and chipotle sauce, while a new Egg White and Sundried Tomato Sandwich combines Bruegger’s ever-popular sun-dried tomato spread with health-conscious egg whites - for under $4.

“Consumers are asking for breakfast options at other meal times,” says Jim Greco, Bruegger’s CEO. “We think our ‘4 under $4’ sandwiches present a great value and a great taste any time of the day.”

In December 2009, Technomic found that nearly half of consumers surveyed (46 percent) said they would like to see full-service restaurants offer breakfast throughout the day. About a third of consumers (32 percent) would like breakfast offered all day in limited-service restaurants.

Also new to the menu this summer are Bruegger’s new Iced Coffee Coolers, a combination of triple-brewed iced coffee and a splash of sweet cream over ice. Available in four flavors, the Iced Coffee Cooler is great for a breakfast boost or afternoon treat and retails for $2.29 in most markets. The cooler is just one aspect of Bruegger’s emphasis on its coffee options. The chain will bring back its popular Brueggaccino this summer, and has rolled out espresso drinks in its new prototype bakeries.

Finally, Bruegger’s will also roll out its summer “Baker’s Choice” pairing. The second in an ongoing campaign to highlight Bruegger’s fresh-baked bagels, Chef Smith has paired the bagel leader’s Honey Grain bagel with a Plain Yogurt Cream Cheese Spread and new The Perfect Peach Iced Coffee available from Green Mountain Coffee.

“Our first Baker’s Choice was a real hit among our regular guests,” Smith says. “We’ll continue to pair our bagels, cream cheese, and coffee flavors in combinations that draw out the great flavors in each.”

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