Choice Hotels International, Inc one of the world’s largest lodging franchisors, has officially announced the launch of a refreshed complimentary breakfast program at Comfort and Country Inn & Suites by Radisson properties, a step complimentary of the company’s broader strategy to refine and differentiate its upper midscale brands and help attract travelers.
According to certain reports, Choice will bring forth new signature breakfast items, including a Comfort breakfast bowl and a Country Inn & Suites biscuit sandwich, at select locations. More on that would reveal how the company will collaborate with Florida’s Natural and General Mills to offer guests refreshing, high-quality orange juice and a selection of the most beloved cereal brands, helping guests start their day on a tasty note.
Staying on the point of collaboration, the company will also work alongside its Group Purchasing Organization (GPO), Entegra, who played a key role in product development to align offerings with both guest preferences and owner goals.
Under the agreed terms, Choice will bank upon Entegra’s strong relationships with food providers of various most in-demand breakfast items, like eggs and muffins, to secure favorable pricing for owners and develop menus that are both delectable and cost-effective. The partnership with Entegra, which began in July 2024, has already showed an average of 9% savings on food costs for participating hotels through March 2025 based on ‘market basket’ comparisons by Entegra.
“At Choice Hotels, 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 of Comfort and Country Inn & Suites,” said Judd Wadholm, Senior Vice President and General Manager of Choice Hotels’ Core Brands. “As we have done for the past 85 years, we are continuously investing in areas that will help owners drive more revenue and attract the right repeat guests, working hand-in-hand with hotel owners to chart that path.”
Talk about what some of Choice’s properties will offer to showcase this refresh; we begin from Comfort brand, who is going to pilot a Build Your Own Breakfast Bowl concept which gives guests the flexibility to create a meal tailored as per their own tastes and dietary preferences, thus reflecting the brand’s commitment to help travelers focus on the joy of travel rather than anything else.
To build upon that, guests can also take their pick from a selection of ingredients that will include scrambled eggs, potatoes, peppers, onions, bacon bits, cheddar cheese and ‘Everything Bagel’ and ‘Nashville Hot’ seasonings.
Beyond this, we have Choice’s Country Inn & Suites that will launch a pilot of Pillsbury biscuit sandwiches, offering guests an appetizing and satisfying breakfast option for dining in or on the go.
“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, we are deeply attuned to evolving consumer trends, and we are well positioned to exceed expectations with a refreshed, innovative breakfast that makes the experiences at Comfort and Country Inn & Suites unlike any other brands in the industry—giving owners an even more compelling reason to grow with us.”
