For more than 40 years, Miguel’s Jr. has served traditional Mexican cooking based on authentic family recipes to legions of fans in the Inland Empire and, most recently, Orange County. Yet, despite years of customer requests and the popularity of breakfast on-the-go at other fast-food restaurants, the strictly family-owned chain has waited to enter the early-morning arena—until now.
Beginning January 26, Southern Californians can enjoy nine newly created breakfast items, including six breakfast versions of the Miguel’s Jr. Original and Garbage burritos, widely recognized as the best burritos in the Inland Empire. The new breakfast menu also includes three newly created breakfast combination plates for customers wanting to enjoy Miguel’s Jr.’s famous home-style cooking in a non-burrito format.
The new menu will be served from 6 a.m. to 11 a.m. weekdays and 7 a.m. to 1 p.m. weekends starting January 26 at the South Corona Miguel’s Jr. with rollout to all 14 Miguel’s Jr. locations expected by mid-June.
The first official chain-wide breakfast offering in company history, the Miguel’s Jr. Breakfast Menu joins a growing lineup of Miguel’s Jr. burritos, tacos, quesadillas, nachos, tostadas, taquitos, guacamole, and other traditional foods inspired by recipes created by Mary Vasquez in Central Mexico.
“Our customers have been asking us to serve breakfast for years, but we knew we couldn’t open for the morning until we were able to offer a menu that rivaled what we serve the rest of the day,” says Miguel’s Jr., director of marketing Steve Rezner. “Our new Miguel’s Jr. breakfast menu is unlike anything else on the market, and we offer our loyal fans a traditional, home-style way to start the morning.”
Like the rest of the Miguel’s Jr. menu, the six new burritos and three combination plates offer the freshest homemade ingredients, including fresh-cracked eggs, marinated potatoes and hand-grated cheese, and are made without microwaves, freezing, fillers, preservatives, and hormones.
To honor its cult-like loyal following and large number of social media followers, Miguel’s Jr. is using a social media campaign to spread the word about its new breakfast and launching a social media campaign called the Miguel’s Jr. Breakfast Club. Fans that “Check-In” to the South Corona location on their Facebook page and post a message or photo of breakfast support will receive a coupon for a free breakfast burrito valid on their next visit, while supplies last. Miguel’s Jr., Facebook fans can also nominate their company or a neighboring company, in Corona, that they think deserves a “Miguel’s Jr. Breakfast Burrito Drop.” If selected, the company will respond by delivering a free sampling of breakfast burritos. Fans can also text “burrito11” to 40691 to receive special promotions and upcoming offers.
To celebrate the company’s chain-wide breakfast announcement, Miguel’s Jr., will offer free coffee to guests from January 26 to 31, with any breakfast entrée purchase. As well as, host a “Pajama Jam Family Morning Out,” on January 30, at its South Corona location. From 7 a.m. to 8 a.m., visitors who arrive in their pajamas will be served Miguel’s Jr.’s house favorite, Green Pig, and coffee for free. T-Shirts will also be given out for free, while sizes and quantities last.
In 2015 Miguel’s Jr. challenged the status quo of Mexican fast food with its yearlong Eat Better Mexican Pledge, and is continuing the challenge in 2016.
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