Einstein Bros. has made an aggressive move into lighter fare with an additional seven new entrées each with less than 350 calories. The move is designed to position Einstein Bros. as the bagel brand which is healthier for customers. The new selections join seven existing choices, and provide additional options for both breakfast and lunch while being marketed as the Smart Choices menu.
With innovative options such as the Asparagus, Mushroom & Swiss Bagel Thin for breakfast and a pair of Bagel Thin Melts for lunch, customers don’t lack for tasty selections.
Extending Bagel Thin Interest
The company’s Bagel Thin line was introduced in 2010, featuring thinner bagels with fewer calories and carbs. Providing customers with a similar taste but much less bread, the Thin sandwiches have been very popular. Smart Choices sandwiches are made with egg whites for breakfast, and chicken or turkey at lunch.
Additional entrees include two salad choices; Chipotle Chicken and Harvest Chicken. Smoothies, yogurt parfaits, fruit, and soups are also part of the menu. With less than 15 grams of fat and a price of $5.50 or below, the appeal is clear. Already in place at Einstein Bros., the same selections are joining the menu at sister brand Noah’s New York Bagels.
To facilitate ordering, the new Smart Choices menu appears on a different panel. Allergens are clearly marked as well.
Other Changes Keep Coming
Einstein Noah has also expanded its coffee menu with espresso-based drinks. Available in both hot and cold varieties, the coffee selections have done very well, and future expansions are in the works. April will see the addition of a new cold drink, the cold Caramel Blender, just in time for the warmer summer weather.
The innovations are clearly doing Einstein Noah no harm as the company posted strong forth quarter numbers in 2011, and is expecting the same in the first quarter of 2012.
Jim Balis' Blog 