published Wednesday, April 21st, 2010

Subway enters breakfast fray

by Tamara Best
Audio clip

Joyce Harris

Subway is encouraging diners to "build your better breakfast," and area customers say they are excited abut the new menu options.

"Their food is always fresh and since I like the lunches, I thought I'd try the breakfast," said Chip Corley, a frequent lunch customer who ordered the double bacon egg and cheese on flatbread.

Kim McLynn of The NPD Group, which provides consumer and retail market research, said that Subway's entry into the breakfast market builds upon its loyal customer base in a time when breakfast is becoming more popular.

  • photo
    Staff Photo by Tim Barber/Chattanooga Times Free Press - Subway employees Andrea Pinder and Joyce Harris work behind the counter at the South Broad Street location during breakfast hours.

McDonald's, Krystal and Hardee's are the other large chains offering breakfast.

Kristy Vinson said the breakfast is convenient and offers a healthier start to her day.

"It's a better alternative than stopping at a gas station," she said. "I'm trying to change my eating habits, so this helps."

With the breakfast menu running from 7 to 11 a.m. at all area locations, customers can choose from plain egg and cheese, the western, black forest ham, double bacon or steak with egg and cheese on an English muffin, 6-inch sandwich or 6-inch flatbread.

Mrs. Harris said that the breakfast is increasing in popularity because of a national ad campaign.

Customers "seem to like the healthier side of it," she said of the menu options, adding that the ham and cheese melt is the most popular item on the menu. The breakfast combo which costs $2.50, includes any egg muffin melt and a 16-ounce coffee, also a popular sell.

And for the customer who may be afraid of oversleeping and missing a stop in at Subway, the restaurant offers something not on the menu -- a morning wake up call. Customers can visit and choose from six different voices to help them rise and shine and head to the nearest Subway.

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AndrewLohr said...

Subway's biscuits were the best I've ever eaten, light and big and soft but 'melt in your mouth not your hand.' I might stop for them if convenient; I wouldn't for muffin or flatbread. (The Subway on East Brainerd Road just off I-75 sold breakfast biscuits for awhile a few years ago.) When I say "the best," I have in mind Bojangles biscuits, which I used to make, and Hardees, and my one stop at the big-biscuit place on US 27 in Ft Oglethorpe, and Pillsbury Grand or frozen buttermilk biscuits: I prefered Subway biscuits to all of those.

April 21, 2010 at 12:12 p.m.
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