Steal This Idea: Rethink the Breakfast Menu

Hy-Vee overhaul plays up choice, quality in new offerings
Berry Bliss Stuffed French Toast
Photograph courtesy of Hy-Vee

WEST DES MOINES, Iowa What makes the “Best Breakfast in America”? At grocery chain Hy-Vee, it’s a made-to-order, high-quality-ingredient menu featuring skillets that start with a base of eggs and homestyle potatoes.

From there, add various meat and veggie options; French toast, including a Berry Bliss Stuffed option; pancakes, such as an apple pie version with caramel, cinnamon and whipped cream; waffles in Nutella Banana or Sweat Cream; four varieties of omelets, plus a create-your-own option; sandwiches and platters.

The new “Best Breakfast in America” menu, launched at the start of July, also includes classics such as eggs with sausage or bacon, toast or pancakes, and potatoes or fruit; oatmeal; a breakfast burrito; biscuits and gravy; and a cinnamon roll.

Beverages include coffee, tea, soft drinks, milk, fresh-squeezed orange juice and, at some locations, breakfast cocktails such as mimosas, margaritas, sangrias and more.

Illinois locations gave away gourmet cinnamon rolls with each dine-in breakfast purchase one day in early July to promote the new menu. 

Hy-Vee also owns and operates 175 Fast & Fresh Express convenience stores and ranked No. 43 in CSP'sTop 202 list of the largest c-store chains in the country.

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