IRVING, Texas -- 7-Eleven Inc. has introduced a new sweet and savory Stuffed Waffle to its breakfast menu. Developed and co-branded with Pillsbury, the convenience retailer's waffle combines a crispy, maple-flavored waffle on the outside and an egg omelet, savory pork sausage and cheddar cheese on the inside.
At participating 7-Eleven stores, the Pillsbury Stuffed Waffles are available hot for grab-and-go consumption.
7-Eleven estimates that its morning customer spends between two to three minutes in the store to “grab something to eat and drink, pay and get back to their day.” The new product was developed to meet the need for a fast, satisfying and easily portable morning meal solution, according to the company.
"Traditional waffles are a favorite breakfast treat when people want to indulge, but it's not a food you can really eat on the go in your car or at your desk," said Kelly Buckley, 7-Eleven’s vice president of fresh-food innovation. "People know they shouldn't skip breakfast, but most days they don't have the time to prepare a hot breakfast and sit down to eat it."
Suggested retail price on the new product is $2.49, a price point that 7-Eleven calls “comparable to, or lower than, many fast-food restaurant breakfast sandwiches.”
While the breakfast visitor is the target customer for the product, 7-Eleven will also promote the Stuffed Waffle for lunch, dinner and between-meal snacking occasions to address the consumer trend toward all-day breakfast snacks. “You can get a stuffed waffle at 6 a.m. and at 6 p.m.,” said Buckley.
Based in Irving, Texas, 7‑Eleven Inc. is the largest chain in the convenience-retailing industry. 7‑Eleven operates, franchises and/or licenses more than 63,000 stores in 18 countries, including 10,900 in North America.
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