Luby's is entering the morning-meal steeplechase, at least on weekends, with a $4.99 “All You Can Eat Breakfast” offer at nearly half of its 96 cafeterias.
The breakfast promotion is available Saturdays and Sundays from 8 a.m. to noon at 46 locations in Texas.
Chris Pappas, chief executive of Houston-based Luby’s Inc., said the breakfast menu would include traditional morning dishes, such as pancakes, waffles, oatmeal and eggs, along with "south of the border" items like barbacoa, pork carnitas, chorizo and egg, and picadillo
Luby's joins a growing list of chains that have started serving breakfast. Leslie Kerr, founder and president of pricing consultancy Intellaprice, said the relatively lower price point of breakfast makes it appealing to restaurant customers.
“It’s the most affordable meal to eat away from home, so this attracts consumers who are nervous about high-priced restaurant meals,” Kerr said.
Officials at Subway recently said that chain’s breakfast offerings, introduced in April, increased sales systemwide since its introduction in April. Tasti D-Lite, a 50-unit frozen dessert chain based in Franklin, Tenn., plans to roll out a breakfast menu systemwide after testing the items at stores in Florida, Houston, New Jersey and New York.
For the 12 months ended February of this year, restaurants served more than 12 billion morning meals, market research firm NPD Group reported. In addition, breakfast visits accounted for 60 percent of the growth in the restaurant industry over the past five years.
In addition to its cafeteria chain, Luby's Inc. owns the Fuddruckers brand and a culinary services division that provides foodservice management to 17 sites in health care, higher education and corporate dining locations.
A complete list of the 46 Luby’s locations offering the weekend breakfast can be found here.
Contact Ron Ruggless at [email protected].
Contact Ron Ruggless at [email protected].