White Castle joins the all-day breakfast brigade

by Monica Watrous
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White Castle will begin offering breakfast, including its Belgian waffle sandwiches, all day starting Sept. 10.

COLUMBUS, Ohio — A day after McDonald’s announced a similar initiative, White Castle on Sept. 2 said it will begin offering breakfast all day at its more than 390 restaurants starting Sept. 10. The chain also will add Belgian waffle sliders, previously a limited-time offering, to its permanent menu. Other breakfast items include toast sandwiches, breakfast sliders, hash browns, French toast sticks, oatmeal and fruit smoothies.

Breakfast debuted on White Castle’s menu in 1986. The company said its test kitchen has developed and launched a number of new items in recent years, including egg and toast sandwiches in 2011 and the Belgian waffle sliders in 2014.

The company said while it always has offered lunch and dinner items in the morning, customers have been “begging” for breakfast offerings throughout the day, and research supports the demand. Seven out of 10 consumers say they want restaurants to serve breakfast throughout the day, according to the National Restaurant Association’s 2015 Restaurant Industry Forecast, and millennials are more interested in breakfast for dinner than previous generations. Sales of breakfast foods at restaurants are expected to increase 4.3 percent to $52.2 billion this year, according to research from Mintel, Chicago.

Darren Tristano, executive vice president at Technomic Inc.

“Today's consumer continues to look for greater choices, allowing them to personalize their experience,” said Darren Tristano, executive vice president at Technomic Inc., Chicago. “All-day breakfast provides the opportunity for a brand to give their customers what they want, when they want it. Restaurants that provide all-day breakfast will put themselves in a better position to capture share and continue to customize their experience.”

Other chains offering all-day breakfast include Sonic, Jack in the Box, IHOP, Denny’s and, beginning this year, Golden Corral.
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