7-Eleven Brings Out Breakfast Empanada Bites

Adds Latin-inspired miniature pastries to hot foods menu

Published in CSP Daily News

DALLAS -- With the introduction of its Breakfast Empanada Bites, 7-Eleven Inc. said that it is building on the success of its Mini Tacos, its first Latin-inspired hot foods snack, introduced last year. The new miniature, crescent-shaped pastries, filled with eggs, cheese, bacon, smoked ham and sausage, are priced at $1 for three at participating 7-Eleven stores.

7-Eleven's breakfast snack fits with several current food trends, said the retailer--the growth of breakfast and snacking occasions, and the continuing popularity of Latin foods. They also offer portion control, portability, high-protein content and value pricing.

"Breakfast and snacking are both growth areas in the food industry and strong day parts for 7-Eleven," said Kelly Buckley, 7-Eleven vice president of fresh food innovation. "Mornings are our busiest time of day, and 7-Eleven is a destination for snacks and drinks all day long. The Empanadas Bites meet a need for a hot, savory, high-protein breakfast and a snack option. And, at a dollar for three, customers can get big flavor on a budget."

As the fastest-growing U.S. demographic, Hispanics are an important core customer group for 7-Eleven, it said; however, it was the popularity of Latin American foods among all demographic groups spurring the addition of a snack-size breakfast empanada.

"One of today's biggest food trends is something I call 'flavor adventure'," Buckley said, "and the Breakfast Empanada Bites add a little zing to the morning meal. With a cup of 7-Eleven Brazilian Dark Roast coffee, they're sure to wake up you and your taste buds."

More people are recognizing that breakfast is the most important meal of the day and are less likely to skip it, 7-Eleven said, citing the NPD Group; however, that first meal might actually consist of two morning snacks--one at home and one on the go while traveling to work or school. NPD's research shows that snacking will rise faster in the morning than any other time of day.

Like the Mini Tacos, the Breakfast Empanada Bites are heated in rapid-cook ovens at 7-Eleven stores and served hot. When tested in select 7-Eleven stores, the Breakfast Empanada Bites ranked extremely high for flavor, value and uniqueness.

And, for those watching their weight, the Breakfast Empanada Bites won't break the calorie bank. Three contain 10 grams of protein and 230 calories.

Dallas-based 7-Eleven operates, franchises or licenses more than 10,100 7-Eleven stores in North America. Globally, 7-Eleven has some 50,500 stores in 16 countries. During 2012, 7-Eleven stores generated total worldwide sales close to $84.8 billion.