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7-Eleven expands hot breakfast with new melt breakfast sandwiches

FBR Staff Writer Published 24 February 2016

7-Eleven is heating up its breakfast menu with the launch of two new Melt sandwiches – the Bacon, Egg and Cheese Breakfast Melt and Maple Sausage, Bacon and Cheese Breakfast Melt.

Suggested retail price is $2.99 at participating stores. To encourage customers to try the new Breakfast Melts, 7-Eleven is offering a free Breakfast Melt sandwich with any coffee purchase from Feb. 23-26. To receive a free Breakfast Melt sandwich, customers will need to text "Breakfast" to 711711 for a coupon link sent to their smartphone (limit one per customer).

Available in the fresh-foods case at participating 7-Eleven® stores, the new toasted breakfast sandwiches are toasted fresh and come in two flavors:

Bacon, Egg and Cheese - Fluffy egg, topped with thick-cut, hickory-smoked bacon, melted aged cheddar cheese and garden vegetable cream cheese, all on a fresh artisan ciabatta roll
Maple Sausage, Bacon and Cheese - Maple sausage and thick-cut, hickory-smoked bacon topped with melted aged cheddar cheese on a fresh artisan ciabatta roll

"Our goal was to create a high quality, great tasting toasted breakfast sandwich that is best in class in the market," said Nancy Smith, senior vice president of fresh food and proprietary beverage merchandising. "Through careful selection of premium ingredients with our partners, I believe we more than achieved that goal."

"Instead of an English muffin or toast, our breakfast Melt is served on authentic artisan ciabatta bread. We use smoked cheddar instead of American cheese, plus thick-cut hickory-smoked bacon and maple sausage. Taste tests indicate our customers recognize the quality and great taste."

As with all Melt sandwiches at 7-Eleven stores, both can be purchased and toasted fresh at any time of day or night.

7-Eleven's Breakfast Melt sandwiches are made fresh daily in our local kitchens and delivered daily to participating 7-Eleven stores.

Breakfast sandwiches are one of the most convenient ways to enjoy a protein-rich breakfast. Three out of four consumers say they eat one at least once a month, with four in 10 saying they have one at least once a week, according to research by NPD Crest. And most consumers say they prefer a hot breakfast over cold.

"All-day breakfast is heating up at quick-serve restaurants," Smith said. "While some food outlets are just now realizing the importance of offering all-day breakfast, 7-Eleven has long offered its fresh foods - and every product - morning, noon and night."

7-Eleven added toasted Melt sandwiches to its menu less than a year ago following the success of hot foods like pizza, chicken tenders and wings, and mini-tacos. The Melt sandwiches were in development for almost a year, during which every ingredient, each recipe, even the packaging was researched, sourced, tested and, if necessary, refined to improve taste and quality.

Already, the retailer sells well over 1 million Melt sandwiches each month, and the number is growing.

Source: Company Press Release