Portillo's launches breakfast testing at Chicago locations

In the United States, Portillo's, an emblematic Chicago-based restaurant chain, has announced an impending test of a breakfast menu, which will begin on April 15, 2025. This initiative coincides with a growing trend among fast-casual dining establishments to offer breakfast selections beyond traditional offerings. The chain is known primarily for its hot dogs and Italian beef sandwiches, and this new venture marks a significant expansion into the breakfast market. The breakfast service will be operational at five locations within the Chicago area, each opening its doors to early risers as early as 6:30 a.m. and wrapping up by 10:30 a.m. daily, ensuring efficient service during those hours and attracting both new and loyal customers. Portillo's has selected five restaurants to participate in this breakfast trial: one in Niles at 8832 W. Dempster Street, another in the South Loop at 520 W. Taylor Street, a location in Shorewood at 1155 Brook Forest Avenue, Elmhurst at 155 S. Route 83, and finally, in Tinley Park at 15900 Harlem Avenue. Notably, only breakfast items will be served during the designated breakfast hours, which represents a temporary shift from the usual diverse menu to focus entirely on the newly introduced breakfast items. There will be a unique offering in this menu: while the chain's established Italian beef will remain available, it will be featured less prominently compared to the breakfast items. The new breakfast menu will highlight several innovative options designed to attract various customer preferences. Among these offerings are Polish sausage, egg and cheese, and pepper, egg and cheese sandwiches, as well as a hearty loaded breakfast scramble. Additionally, hash brown bites with a cheese cup add a crispy complement to the meal. One of the standout items is a collaboration with Stan's Donuts to introduce the Portillo's Chocolate Cake donut, finished with a signature Portillo's chocolate cake frosting, which reflects the brand's playful twist on traditional breakfast treats. Furthermore, customers will be able to enjoy classic and specialty coffee offerings partnered with Metropolis Coffee, aiming to provide a full breakfast experience. With this strategic move, Portillo's not only attempts to capture a segment of the breakfast market but also aims to elevate its brand presence in a competitive landscape. Breakfast has increasingly become a focal point for many fast-casual restaurants looking to expand their hours of operation and draw in more diverse customer demographics during the early hours. By successfully executing this test, Portillo's could potentially roll out its breakfast menu more widely, reinforcing its reputation as a go-to dining destination in Chicago and its suburbs.