Portillo’s, the fast casual known for its hot dogs and Italian beef sandwiches, is preparing to launch a test of breakfast.
The Chicago-based chain offered a cryptic hint on Wednesday, posting a photo of an egg sandwich on a croissant with the date “4/15/25” on Instagram, and saying, “This isn’t an April Fool’s joke.”
Officials later confirmed that a test is coming to select Chicagoland restaurants, starting April 15, though no details about the menu, store hours or specific locations were revealed.
It would be the first attempt at expanding into the morning daypart for Portillo’s, which has been expanding into Sun Belt states and ended fiscal 2024 with 94 units. This year, another 12 restaurants are expected to open, including the first in Georgia.
Portillo’s has been struggling with traffic declines of late, with transactions down 3.7% in the fourth quarter.
But in the fourth-quarter earnings call, CEO Michael Osanloo expressed confidence in traffic-boosting moves, like the recently rolled out new loyalty program, kiosks and investments in advertising to raise brand awareness.
Commenters on the Instagram post begged for Portillo’s to offer some of its signature items at breakfast, like chili cheese dogs or beef, dipped with sweet peppers, on a croissant.
And, just a suggestion, chocolate cake could also be a breakfast of champions.
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