HEINZ DELIVERS AS IT LAUNCHES ALL NEW VIRTUAL BREAKFAST RESTAURANT, ‘HEINZ BREKKIE’ First-of-its-kind launch for Breakfast underscores Kraft Heinz’s broader commitment to bring insight-driven innovation to consumers faster than ever before
H
einz is making its first breakfast foray into the
The ‘Heinz Brekkie’ menu features dishes for meat-
UK’s virtual restaurant market with the launch
eaters, vegetarians and vegans, offering breakfast buns,
of ‘Heinz Brekkie’.
breakfast bowls, hash brown dippers, bagels and sides.
The company has teamed up with operating
Options include ‘The Hot One’ breakfast bun, ‘The Full
partner Lean Kitchen Network, to create and launch the
Vegan’ and loaded ‘Truffle Hash Brown Dippers’. All feature
virtual restaurant via Uber Eats in London.
iconic Heinz products, such as Heinz Tomato Ketchup and
‘Heinz Brekkie’ aims to appeal to a younger audience for the brand, in particular the 18-34YOs who have adopted
Heinz Beanz, which have become breakfast-time mainstays across the nation.
food delivery as a habit here to stay after lockdowns. Breakfast is one of the fastest-growing sectors for delivery
Dynamic partnership to disrupt market
in the U.K. yet remains underserved vs. other dayparts.
Lean Kitchen Network, a pioneering food activation and
Claire Traynor, Head of Foodservice for Northern Europe
operations business, has helped create ‘Heinz Brekkie’.
at Kraft Heinz, said: “The virtual restaurant model has
Its impactful campaigns have included the Love Island
disrupted the Foodservice market; rapidly accelerated
Pied Off Shop, and a pink themed menu celebrating the
during Covid, it continues to thrive. We know that UK
anniversary of the ‘Mean Girls’ film.
consumers want a tasty, fulfilling breakfast and with home-
Faraz Nagree, Lean Kitchen Network’s founder, said:
working continuing across the country, this is the perfect
“Think about the number of pubs that serve breakfast
time for us to take our iconic Heinz brand into the breakfast
but aren’t particularly busy. Supermarket cafes where
Delivery space and reach a younger audience, while also
you’ve got a fully staffed kitchen but maybe only three
supporting those operators with underutilised kitchens.”
or four customers in the venue but are surrounded by
‘Heinz Brekkie’ is initially available for delivery through
areas of high-density population who will be looking to
two dark kitchens in London’s Clapham and Deptford, with
enjoy something in the comfort of their own homes. The
plans to continue expansion into underutilised kitchens
opportunities are huge.“In addition, the current strain on
across the U.K, including in venues such as hotels, pubs,
staff and strain on food costs means that many businesses
and supermarkets.
have removed corporate catering from their offices. We feel
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Fastfood Professional • August and September 2022
August and September 2022 • Fastfood Professional
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