Peet’s Coffee & Tea has joined ranks with McDonald’s, White Castle and other brands rolling out all-day breakfast menus.
The coffee chain has been quietly testing all-day warm breakfast in the Chicago market, with the goal of expanding those offerings to its 243 units nationwide, according to the Chicago Tribune.
The menu, put together by Buddy’s Kitchen in Minneapolis, includes seven options such as kale-goat cheese flatbreads, croissant bread pudding and crustless vegetable quiche, ranging in price from $4.25 to $4.65.
"For us, this is a very major shift in how we do food," Paul Rooprai, Peet’s senior director of food, told the Tribune. "It's always nice to add sales to the stores, and it's always nice to have something that our store staff is excited about."
After months of testing, McDonald’s earlier this month announced it would debut all-day breakfast nationwide on Oct. 6, a response to customers’ years-long requests to be able to order morning menu items outside of the breakfast daypart.
White Castle also recently jumped on the all-day breakfast bandwagon, rolling out its daylong menu on Sept. 10.
Peet’s plans for all-day breakfast are likely a bid to level the playing field, at least food-wise, with larger coffee brands such as Starbucks and Caribou Coffee. Starbucks has bolstered its food offerings in recent years following the acquisition of the La Boulange bakery-cafe chain and offers warm breakfast sandwiches and wraps all day, until daily supply sells out.
Restaurant Business has reached out to Peet’s Coffee for comment.