Starbucks is testing out a brunch service at select stores across the U.S. in an increasingly competitive market for the coveted breakfast crowd.
According to StarbucksMelody, a diligent Starbucks tracker who writes an about developments with the company, the coffee giant has rolled out a service called 鈥淲eekend Brunch鈥� at 78 stores in the greater Portland and Seattle area.
On offer are Belgian waffles, quiche made with cage-free eggs and baked French toast. The weekend brunch service is served from 8 a.m. to 2 p.m.
It's the latest salvo in the ongoing fast food breakfast war. Last summer, McDonald's upped the ante by introducing all-day breakfast in the U.S.
Other fast food chains have launched novelty breakfast items to draw crowds, like the glazed donut breakfast sandwiches (Dunkin' Donuts) or waffle and biscuit-wrapped breakfast tacos (Taco Bell).
The move could also be aimed at filling up stores during slower periods, a strategy the chain has used before.
In 2014, the chain expanded an evening wine and snacks menu at select locations around the US in the hopes of drawing an after-work crowd and generate as much night traffic as they do morning buzz.
The Starbucks Evenings Menu features wine and small, shareable plates like spinach artichoke dip and pita chips, bacon-wrapped dates, truffle popcorn and flatbread.
