Choice Hotels International (NYSE: CHH) is doing more than refreshing its lobbies and updating furniture. It’s transforming the guest experience from check-in to breakfast with a bold new take on morning meals. In tandem with elevated brand positioning and next-generation prototypes for its upper midscale Comfort and Country Inn & Suites by Radisson brands, the company has rolled out a pilot breakfast program that is just as thoughtfully designed as its interiors.
Driven by guest preferences and real-time owner feedback, the new breakfast offerings reflect a broader strategy by Choice to distinguish its brands in a competitive lodging landscape. They are improving not just the look of the space, but what’s served in it.
“We recognize that a hearty breakfast is an essential element of what upper midscale hotel guests expect, and these on-property upgrades we co-developed with owners are designed to drive enhanced value for them and for guests,” said Judd Wadholm, Senior Vice President and General Manager of Core Brands at Choice Hotels.
Customization and Comfort: A Modern Morning Meal
Comfort’s new Build Your Own Breakfast Bowl pilot takes flexibility to a delicious new level. This bowl allows guests to mix-and-match ingredients like scrambled eggs, potatoes, peppers, onions, bacon bits, and cheddar cheese, with zesty options like “Everything Bagel” and “Nashville Hot” seasonings. It’s a perfect fit for today’s traveler, health-conscious, convenience-minded, and craving variety.
“Guests expect a breakfast experience that goes beyond convenience. They want a delicious, customizable meal that reflects the quality of the brands they choose,” said Jenny Aboudou, Head of Upper Midscale Brands at Choice Hotels.
Meanwhile, Country Inn & Suites is piloting Pillsbury biscuit sandwiches as part of its signature offering. The sandwiches are served warm and ready for a quick bite, meeting the needs of both leisure and business travelers on the go.
The revamped breakfast menu also includes trusted staples. Guests will sip Florida’s Natural orange juice and enjoy top-tier General Mills cereals, delivering consistency and quality with every pour.
Thoughtfully Engineered for Owners and Guests
This fresh take on breakfast isn’t just good for guests; it’s smart business for franchisees. With support from group purchasing organization Entegra, which Choice partnered with in July 2024, participating hotels have already seen a reported average of 9% savings on food costs through March 2025. Entegra’s influence goes beyond purchasing power. It provides access to its Performance Kitchen, where franchisees collaborate with culinary experts to test, tweak, and perfect every dish.
Patrick Curran, Director of Procurement Services at Choice Hotels, has been on the ground assembling sandwiches and gathering feedback alongside owners. This proving that its initiative is as hands-on as it is strategic.
The blueprint for success doesn’t stop at the breakfast buffet. As reported by Chise News, Choice Hotels has aligned its food and beverage innovation with a comprehensive value-engineering approach that also includes operational design enhancements. The updated Comfort and Country Inn & Suites prototypes introduce flexible common spaces that double as breakfast areas and informal co-working lounges. These are a nod to the evolving habits of today’s traveler.
As these new breakfast items roll out at pilot locations, they reflect the same principles driving the refreshed brand experience: efficiency, customization, comfort, and unmistakable value.
