Warming Up to Breakfast

For years, foodservice has considered breakfast as the daypart with the most untapped opportunity. Along that line, Jamba Juice is joining Starbucks as purveyors of A.M. oatmeal. Here in the Midwest, in the midst of our second blizzard warning of the week, with a subzero wind-chill warning thrown in for good measure, it sounds like a fabulous concept. But as they say, will it play in Peoria? (That would be metaphorically speaking, since Peoria is in also the grip of frigid winter weather, as is much of the northeast quadrant of the country.)

Jamba’s oatmeal was first introduced in my home town of Chicago, a match made in comfort-food heaven. They plan to expand the concept this month elsewhere in the country. But meteorologically speaking, is it a good concept for say...Phoenix, where some of my Virgo colleagues are taunting me with ongoing preparations in Scottsdale for next weeks’ Focus on the Future Conference and Retreat (“Go for the insight; the climate is free!”)? Apparently, they tell me, there’s this activity called “golf” that occurs in January in Arizona, and you actually experience 75-degree temperatures, sun, balmy breezes and actual green plants...and tennis, and swimming...and cars that start right up...and nobody worries about killer icicles falling from high rises and black ice...or wears Frankenstein pac boots or Michelin-man down jackets or bank-robber ski masks...or...or...long underwear...(SLAP! Sorry, a little cabin fever took over there for a minute.)

As I was saying, oatmeal, cold weather and coffee might sound lovely for a Chicagoan right about now, but oatmeal and a suntan, with a big, thick smoothie on the side? I’m sure Jamba has valid reasons for a national rollout, but it sounds a wee bit counterintuitive and more than a little “me-too.”

This could be completely unrelated, but might be a parable for “me-too” breakfast marketing. Today, Wendy’s announced plans to cut the number restaurants selling breakfast nearly in half, with hopes for a nationwide breakfast relaunch in 2011. In 2007, Wendy’s added breakfast to hundreds of U.S. locations to pump up its bottom line, probably after noting that McDonald’s credited its breakfast business for a rise in U.S. sales. However, it doesn't seem to be doing the trick—a look at Wendy's breakfast offerings doesn’t reveal much incentive to passing up Macs’: a Steak and Egg sandwich, a Grande Breakfast Burrito, and a Buttermilk Frescuit, a biscuit with egg, cheese and bacon. Psst: Why not those yummy mini quiches or a nice apple blintz for the morning drive? But please, skip the oatmeal.

   –Lynn A. Kuntz