Portillo’s, a popular fast-casual chain, is set to make a significant move by introducing a breakfast menu for the first time at five pilot locations in Chicagoland starting April 15. This strategic decision is aimed at meeting consumer demand and driving menu innovation within the chain. Breakfast will be served from 6:30 a.m. to 10:30 a.m. daily at these pilot locations, offering dine-in, drive-thru, and takeout options. While the end date for this pilot program has not been determined, it is expected to last at least through the summer.
The introduction of breakfast at Portillo’s could potentially open up a new revenue stream for the chain, especially as breakfast has proven to be a lucrative daypart for many other brands in the industry. Wendy’s, for example, saw significant success with its breakfast offerings, with the morning daypart accounting for 8% of sales in Q2 2020 and continuing to drive sales momentum. This success has prompted Wendy’s to invest more in advertising for its breakfast menu, with plans to introduce new products later in the year.
Portillo’s teased the breakfast test on social media, showcasing breakfast sandwiches and other offerings that will be available during the morning hours. In addition to traditional breakfast items, Portillo’s will also serve its iconic Italian Beef Sandwich and offer Breakfast Meal Deals that include a breakfast sandwich, coffee, and Hash Brown Bites. The chain has also collaborated with Metropolis Coffee to offer specialty coffee drinks and a unique Chocolate Cake Donut created in partnership with Stan’s Donuts.
To support this new daypart, Portillo’s has extended its operating hours and ensured that its staff is adequately trained to handle the breakfast menu with ease. The chain has also been streamlining its menu in newer locations to improve kitchen efficiency and reduce complexity. While this menu optimization strategy is not being implemented in Chicago restaurants, it has proven to be successful in newer locations by cutting down on SKUs and improving kitchen operations.
Driving traffic will be a key focus for Portillo’s this year, as the chain looks to bounce back from a decline in traffic during Q4 2024. The introduction of a loyalty program, which utilizes digital wallets instead of a traditional app, is expected to attract more customers and drive repeat visits. Portillo’s is also expanding its kiosk presence and leveraging technology like computer vision AI to enhance operations in the drive-thru, all in an effort to increase brand awareness and improve customer experience.
In conclusion, the breakfast pilot program at Portillo’s represents a strategic move to capitalize on consumer demand and drive menu innovation within the chain. By offering a diverse range of breakfast options and focusing on operational efficiency, Portillo’s aims to boost traffic and revenue, setting the stage for future growth and success in the competitive fast-casual dining landscape.
