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    7-Eleven Expands Breakfast Program

    Convenience store chain issues a wake-up call to customers with morning combo meal.

    7-Eleven Inc. is serving up a bigger breakfast deal for Americans used to eating their early meal on the run. The Big Morning Combo Meal features a hot breakfast sandwich and a 12-ounce hot beverage for $2.49. Customers can choose from a sausage, egg and cheddar cheese sandwich on a buttermilk biscuit or English muffin, or an egg and cheddar cheese croissant sandwich with choice of ham or bacon.

    The breakfast sandwiches are available hot in a special heated display unit for immediate consumption or can be purchased cold and heated later in the day.

    "We already have a loyal early morning coffee customer base," said Jeff Hamill, vice president of merchandising for 7-Eleven. "By adding high quality breakfast sandwiches to our breakfast menu, customers have even more reason to choose 7-Eleven over the competition."

    The new Big Morning Combo Meal is having a positive impact on breakfast sandwich sales. Breakfast sandwich sales increased 55 percent the first week they were sold as a meal with a cup of coffee. "We have improved the overall quality of the breakfast sandwiches with spicier sausage and more flavorful eggs," said Des Hague, director of fresh foods for the Dallas-based chain. "We've super-sized the rolls as well. The croissants are larger, with a richer, more buttery taste, and the buttermilk biscuits are 20 percent bigger."

    7-Eleven's Dark Mountain Roast, introduced earlier this year, has quickly grown to become one of the most popular coffee varieties at the chain's 5,800 stores in North America. The company sells more than 1 million cups of coffee a day. "The value-priced combo meal gives our coffee customers an incentive to try one of our new breakfast sandwiches," Hague said. "We think once people try them, they'll get hooked."

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