It might not be your local diner, or your mom’s kitchen, but Subway is making a big bet that it can entice the morning crowd to see egg yolks in the color scheme of its bright yellow sandwich shops.

The chain known for its sandwiches rolled out its breakfast menu nationally last week, becoming the latest player to enter at full scale the hot morning-meal market dominated by McDonald’s (MCD, Fortune 500) and its Egg McMuffins and hotcakes.

“Word is clearly out that if you pull [breakfast] off — and there are many challenges — profitability is actually pretty good,” says Edward Jones analyst Jack Russo.

It’s obvious why quick-serve restaurants (industry parlance for fast food) want to get into this space. Breakfast makes up more than 20% of the industry’s traffic, according to market research firm NPD Group, and has been the fastest area of growth for some time.

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