CHICAGO — Subway is joining the increasingly crowded breakfast scramble in a move the sandwich chain hopes will help add customers and sales.
Almost all of Subway’s 23,000 US restaurants will begin selling the meal April 5. When they do, the largest US restaurant chain by number of outlets will be a big player in the breakfast game.
“There are a number of other competitors of ours that are trying to suss out the breakfast opportunity, and I’d rather be in the market before they get there,’’ said Tony Pace, chief marketing officer at the Subway Franchisee Advertising Fund Trust.
The new menu sticks with Subway’s sandwich specialty. Featuring “omelet sandwiches,’’ the options include a combination of eggs or egg whites, cheese, bacon, steak, sausage, peppers, and onions. Sandwiches will be served on English muffins, flatbread, or sub rolls.
While franchise owners determine the prices, suggested prices will range from $1.75 to $6. A combo meal with a muffin sandwich and coffee would be $2.50.
According to NPD Group, the number of customers buying breakfast at fast-food restaurants slipped 2 percent in 2009. Even so, that’s better than the 5 percent decline for dinner.