Starbucks Reinvents Breakfast

After Starbucks discontinued its breakfast sandwiches a short while ago, many thought that the coffeehouse chain would solely focus on its beverage offerings in order to revitalize sales. However, the coffee-chain giant is poised to reinvent its approach to breakfast foods.

The impending breakfast program, dubbed “Morning Source” by the company, will appear on the menus of most of the 11,570 Starbucks locations in the United States and Canada next Tuesday. The breakfast offerings will feature healthier foods like oatmeal, an energy bar (made with oats, dried fruit, nuts, seeds and honey), a whole-grain apple-bran muffin, a multigrain roll (served with almond butter and strawberry preserves), a whole-grain fruit pastry (made with seasonal fruits), and the “Power Protein Plate” (a hard-boiled egg from uncaged hens, a small whole-wheat bagel, a 70-calorie pack of peanut butter, a Cheddar cheese wedge, apple slices and grapes).

And it appears that Starbucks isn’t done with its food revamp yet. A company executive notes that “one year from now, the entire food case will look different than it does today.”

In addition to the need to revitalize the Starbucks brand, this approach to breakfast also reflects the recently new approach to personal health espoused by CEO Howard Schultz, who last year, in the wake of a physical exam, was advised to lose weight and lower his cholesterol.

Source: USA Today


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