IRVING, Texas -- A day after it threw down the hot dog gauntlet against Burger King, 7-Eleven Inc. is again chiding quick-service restaurants (QSRs) for being late to the party. The convenience-store chain has expanded its breakfast menu with the launch of two new Melt sandwiches.
“All-day breakfast is heating up at quick-serve restaurants,” said Nancy Smith, 7-Eleven's senior vice president of fresh food and proprietary beverage merchandising. “While some food outlets are just now realizing the importance of offering all-day breakfast, 7-Eleven has long offered its fresh foods--and every product--morning, noon and night.”
Available in the fresh-foods case at participating 7-Eleven stores, the new toasted breakfast sandwiches come in two flavors:
- Bacon, Egg & Cheese: Egg topped with thick-cut, hickory-smoked bacon, melted aged cheddar cheese and garden vegetable cream cheese on a fresh artisan ciabatta roll.
- Maple Sausage, Bacon & Cheese: Maple sausage and thick-cut, hickory-smoked bacon topped with melted aged cheddar cheese on a fresh artisan ciabatta roll.
Suggested retail price is $2.99 at participating stores.
To encourage customers to try the new Breakfast Melts, 7-Eleven is offering a free Breakfast Melt sandwich with any coffee purchase from Feb. 23 to Feb. 26. To receive a free Breakfast Melt sandwich, customers will need to text “Breakfast” to 711711 for a coupon link sent to their smartphone, limit one per customer.
“Our goal was to create a high-quality, great-tasting toasted breakfast sandwich that is best in class in the market,” said Smith. “Through careful selection of premium ingredients with our partners, I believe we more than achieved that goal.”
She added, “Instead of an English muffin or toast, our breakfast Melt is served on authentic artisan ciabatta bread. We use smoked cheddar instead of American cheese, plus thick-cut hickory-smoked bacon and maple sausage. Taste tests indicate our customers recognize the quality and great taste.”
As with all Melt sandwiches at 7-Eleven stores, both can be purchased and toasted fresh at any time of day or night.
7-Eleven’s Breakfast Melt sandwiches are made fresh daily in local kitchens and delivered daily to participating 7-Eleven stores.
7-Eleven added the toasted Melt sandwiches--in development for almost a year--to its menu less than a year ago following the success of hot foods like pizza, chicken tenders and wings and mini-tacos.
Based in Irving, Texas, 7‑Eleven operates, franchises and licenses more than 10,700 convenience stores in North America. Globally, there are approximately 57,900 7‑Eleven c-stores in 17 countries.
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