Starbucks has been serving breakfast sandwiches since the 1990s, offering convenient and tasty options like bacon, egg, and cheese breakfast sandwiches to customers on the go. However, in June 2008, Starbucks abruptly announced that it would discontinue its breakfast sandwich offerings in the United States.
When did Starbucks discontinue breakfast sandwiches?
On June 1, 2008, Starbucks removed all breakfast sandwiches and breakfast pastries from its menu at its company-owned stores in the United States. Some food items that were discontinued included bacon, sausage, and egg breakfast sandwiches, ham and cheese croissants, and cinnamon chips. The discontinuation of breakfast sandwiches impacted over 7,000 Starbucks stores across the country.
Why did Starbucks decide to stop selling breakfast sandwiches?
There were a few key reasons why Starbucks made the move to discontinue its breakfast sandwich lineup:
To focus on core offerings
Starbucks executives stated that eliminating breakfast sandwiches would allow the company to focus on its core offerings of coffee, espresso beverages, and snacks/pastries. As a coffee shop, Starbucks felt breakfast sandwiches moved the company away from its key mission of serving high-quality coffee drinks.
Inconsistent customer demand
Starbucks found that customer demand for breakfast sandwiches varied greatly between different stores and markets. Stores located near office buildings had peak breakfast sandwich sales on weekday mornings, while stores in residential areas sold more sandwiches on weekends. The irregular purchasing patterns made it difficult to accurately forecast and supply breakfast sandwich inventory.
Complex operational requirements
Serving freshly prepared breakfast sandwiches required operational systems like special warming ovens, frequent deliveries, and well-trained sandwich makers. As Starbucks grew, executives felt the complications around breakfast sandwiches were not a good fit for the company’s overall business model.
Slow speed of service
The time required to prepare breakfast sandwiches slowed down service at busy stores during morning rush hours. With baristas focused on warming sandwiches in ovens, it took longer for customers to get their coffee orders. Discontinuing breakfast sandwiches allowed stores to focus solely on improving coffee and espresso drink preparation speed.
How did customers react to the change?
Many loyal Starbucks customers were unhappy with the sudden removal of breakfast sandwiches from store menus. Common customer complaints included:
| Customer Complaint | Details |
|---|---|
| Lack of communication | Customers felt Starbucks failed to give them adequate notice that breakfast sandwiches were being eliminated. |
| Loss of convenience | Customers could no longer rely on Starbucks for a quick, easy breakfast option on their commute. |
| Fewer menu choices | Customers lost variety in the Starbucks food offerings and some felt there were fewer reasons to visit. |
Many angry customers took to social media to loudly voice their criticism and frustration over the breakfast sandwich cut. Some fans even started online petitions pleading for Starbucks to bring breakfast sandwiches back.
Did Starbucks ever bring breakfast sandwiches back?
Yes, due to overwhelming customer demand, Starbucks did end up reversing their decision and brought breakfast sandwiches back to stores just a few years later. Here is the timeline:
June 2009: Breakfast sandwich return tested
In response to customer complaints, Starbucks began testing the re-introduction of breakfast sandwiches in western U.S. stores in June 2009. Only select Starbucks stores offered sandwiches during this trial period.
October 2009: National breakfast sandwich rollout
After a successful regional test, Starbucks launched breakfast sandwiches chain-wide again in October 2009. Stores were restocked with equipment like sandwich units and merchandising racks.
2015: Breakfast sandwich menu expanded
In March 2015, Starbucks further invested in breakfast sandwiches by adding new options like a Roasted Ham & Swiss Breakfast Sandwich. The chain continued expanding its breakfast lineup over the following years.
What breakfast sandwiches are on the Starbucks menu today?
Here is a look at the variety of breakfast sandwich offerings currently available at Starbucks stores nationwide:
| Breakfast Sandwich | Description |
|---|---|
| Bacon, Sausage, Cage-Free Egg White | Cage-free egg whites, bacon, and sausage on an artisanal roll. |
| Bacon, Gouda, Cage-Free Egg | Smoky bacon, cage-free eggs, and creamy Gouda cheese on ciabatta. |
| Reduced-Fat Turkey Bacon & Cage-Free Egg White | Turkey bacon and egg whites with Swiss cheese on an English muffin. |
| Sausage & Cheddar | Savory sausage patty and Cheddar cheese on ciabatta. |
| Roasted Ham, Swiss & Egg | Smoked Canadian ham, scrambled eggs, and Swiss on a croissant. |
In addition to breakfast sandwiches, Starbucks also serves oatmeal, yogurt parfaits, bagels, and other lighter morning items. However, sandwiches remain a popular handheld breakfast choice for many customers on the go.
Conclusion
In the end, Starbucks learned an important lesson from the decision to remove breakfast sandwiches in 2008 – don’t mess with favorites! The fast reversal in 2009 showed that Starbucks valued customer feedback and worked quickly to restore a cherished menu item when there was overwhelming demand. Breakfast sandwiches are clearly an integral part of the Starbucks menu.