Posted by: Matt Compton | January 31, 2008

Sad day for breakfast fans

Starbucks is ending their experiment with breakfast sandwiches. As a proponent of any product that includes bread, eggs, and cheese, I was a big fan. The English muffin with sausage, egg, and cheese will be particularly missed. But here’s the thing I don’t get:

The sandwiches, which will disappear by this fall, boost a typical store’s annual revenue by $35,000, so pulling them off the menu will cost at first. Chairman and Chief Executive Howard Schultz said that proves the company isn’t letting the soft economy distract it from committing to big changes that will pay off over the long haul.

If the sandwiches were boosting the store’s earnings by thousands of dollars, why does it make sense to get rid of them?


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