First it was Taco Bell, now it's White Castle.
The Los Angeles Times reported that White Caste is next in line to join the fast food breakfast market. The Columbus, Ohio-based chain announced that it will launch a line of Belgian waffle breakfast sandwiches.
Starting Sunday, breakfast diners will have the option of ordering three varieties of sandwiches served on fluffy waffles: sausage with egg and cheese, chicken-and-waffle with gravy, and bacon with egg and cheese. Waffles are also severed with a small container of Mrs. Butterworth's syrup.
"Launching a new product is more of an art than a science, but sometimes you can tell how well something may do based on the team members' response to it in training," Jamie Richardson, spokesman for White Castle System Inc. told Bizjournal.com. "They're crazy for it."
According to a press release, which was accompanied with a Facebook reveal, the waffles will be "imported directly from a bakery in Belgium to bring Cravers an authentic taste of Europe." The eggs used in any of the menu items are cooked fresh in the restaurant. Richardson described the waffles as having a hint of vanilla.
White Castle tested the breakfast waffle concept at an Indianapolis location in late 2013. Richardson told the Bizjournal.com that the sandwiches will be sold for at least six to eight weeks, in order to test out customer's responses.
White Castle's new items come just one week after Taco Bell launched its breakfast menu, which included waffle tacos. McDonald's, who still dominates the breakfast market with 20 percent of sales, announced last week that it will be offering free coffee for two weeks.
Would you order a Belgian waffle breakfast sandwich from White Castle?
