To tackle to breakfast behavior shifts, Beatrix, Lettuce Entertain You’s neighborhood coffeehouse and restaurant with five locations in the Chicago area, added new items to the menu, created dishes ideal for takeout and delivery, and experimented with an all-day breakfast menu where breakfast items were available into lunchtime and lunch items were available during breakfast.
“The morning definitely shifted to a later start, as we used to see a coffee bar line form at 6:45 a.m. and now it’s closer to 8:30 a.m.,” said Marc Jacobs, Lettuce Entertain You’s executive partner and divisional president.
Beatrix’s expanded menu, launched in February 17, includes items such as the Prime Burger on whole grain toast or classic bun, Kennebec fries, house-made giardiniera, choice of aged white cheddar, Wisconsin swiss or Havarti, $14.95; Shishito pepper, egg white cheddar and bacon sandwich, $8.95; shakshouka with spicy tomato sauce, poached eggs, kale, feta, warm naan, $12.95; and Greek yogurt and berries, $7.50.
Beatrix has also launched a virtual coffee bar where guests can pre-order coffee and bakery favorites for delivery, as well as an array of new at-home breakfast and brunch kits. Also in development are takeout brunch cocktails.
“They were created to continue to provide our guests what they love most about Beatrix,” said Jacobs. “Fresh-squeezed juice, healthful comfort food and favorites from our coffee bar and bakery counter.”