Fast-food chains all have their own take on breakfast. McDonald's has the Egg McMuffin, Taco Bell has the breakfast burrito, and Chick-fil-A has these new grilled-chicken and egg white sandwich things (RIP to the spicy chicken biscuit, though). But now, Starbucks is looking to up the ante by offering fancier fare like Belgian waffles at some of its stores. It's all part of the chain’s new "Weekend Brunch" menu, which the company has reportedly been testing out at certain locations in Seattle, Washington and Portland, Oregon.
Starbucks blogger Melody Overton first broke the story when she shared a picture of the waffles over the weekend. Available from 8 a.m. to 2 p.m., the brunch menu also includes a selection of quiches made with cage-free eggs, as well as French toast. The company quietly began testing the items last month, and a Starbucks spokesperson later confirmed the news to Eater on Tuesday.
Unlike the fleet of breakfast sandwiches the company rolled out in 2007, the waffles are less about eating on-the-go, and instead offer customers the chance to have more of a sit-down dining experience at the coffee shop conglomerate.
Sure, the company's new venture could be seen as just the latest installment in the ongoing, fast-food breakfast wars. According to Forbes, breakfast sandwich sales at Starbucks increased by 40 percent in 2015, and McDonald’s recently turned its own breakfast menu into an all-day affair. But more than that, brunch at Starbucks—a coffee chain that began serving pumpkin spice lattes the exact same day this news broke—is rapidly transitioning into the most basic destination on the planet.
Between brunch and PSLs, all Starbucks needs now is an official endorsement deal from UGGs.