Breakfast Pizza Heats Up

According to Nation's Restaurant News,"Pizza for breakfast is a long-standing tradition — cold pizza, often eaten as a hangover cure by people who vaguely remember having ordered it the night before."

"But now piping hot pizza, often topped with eggs but no tomato sauce, is getting significant traction in the breakfast daypart. A year ago, Technomic’s MenuMonitor didn’t track any pizza on breakfast menus. At the end of 2010, it found 12 of them. (EARLIER: The 10 fastest-growing breakfast items). Among them is Happy Joe’s Pizza & Ice Cream Parlor, a 60-unit chain based in Bettendorf, Iowa, that now offers breakfast pizza in 24 of its restaurants.'

“'We deliver it to a lot of businesses in the morning,' said Kristel Whitty-Ersan, the chain’s marketing director. Happy Joe’s calls it an omelet pizza. It has eggs, cheese and customers’ choice of vegetables, but no tomato sauce. The chain also has some pre-built pizzas, such as a Western, a Denver, an all-meat and a vegetarian. It sells them for around $21 per pie, which is in the same range as their specialty pizzas.'

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