BREAKFAST BATTLES REPLACE BED WARS

Breakfast has become the latest battleground for hotel brands. Earlier this year, Loews Hotels introduced a new breakfast program as part of the chain's long-standing emphasis on food and beverage. “Breakfast at Loews” features custom-shaken juice drinks, French press coffee and menu items regionalized to each's property's location. And recently Omni Hotels unveiled “The Art of Breakfast,” its new morning meal strategy that combines new signature menu items with a commitment to organic foods. Its offerings include cage-free eggs; artisanal, all-natural pork products; and shade-grown Starbucks coffee.

Hilton Hotels is the latest chain to join the breakfast battles. Its new Hilton Breakfast Program focuses on both guests' nutritional needs and their varied morning tastes. The program launched internationally in 2002, and after beta testing at nine U.S. properties it will be available at all North American Hiltons by summer.

Central to the concept are color-coded labels at the breakfast buffet and on menus to help diners manage their dietary needs. Each menu item will be marked as either low-cholesterol, low-fat, high-fiber, low-calorie, high-energy or simply an indulgence. The chain's breakfast menus and 80-item-plus buffets will feature a mix of standard and localized items.

“Since everyone's idea of the perfect breakfast differs, offering a wide array of food choices is an important way that we continue to focus on helping our guests personalize their journeys,” says Jeff Diskin, senior vice president of brand marketing. “Our goal remains to anticipate the diverse needs of our guests and to consistently deliver innovative and high-quality options.”

As another feature of the program, breakfast is free for kids under five. The offers applies to both the buffet and for items from a special kid-friendly a la carte menu. The chain is also revamping the décor and tabletop settings of their breakfast restaurants.

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