Domino's believes the time is right to offer pizza with your morning coffee.
The Dayton Daily News reported that the Domino's pizza store near the University of Dayton campus will be the first one in the U.S. to open 24 hours a day. To help draw people in between 6-9 a.m., which is expected to be its slow time, the franchise is offering a breakfast pizza.
"It's like quiche on a pizza crust," said Tristan Koehler, the franchise owner. "I know it sounds weird to hear 'breakfast' and 'pizza' in the same sentence, but it's actually a really good product. It has eggs and cheese on a pizza crust, and is usually topped with ham and bacon - however you like it."
Nation's Restaurant News reported the pizza costs $7.99 and include up to three toppings. Suggested combinations include ham and bacon; sausage, onions and jalapenos; and onion, green peppers and mushrooms.
The breakfast pizza is available all day, not just during the morning. Coffee and orange juice are also available.
The Daily News said some Dayton-area Domino's stores had tried serving breakfast pizza in the early 1980s but were not open 24 hours. Other pizza stores have also given it a try.
USA Today reported in 2005 that Papa John's had test marketed omelet pizzas at downtown locations in five cities and Happy Joe's Pizza and Ice Cream, a pizza restaurant chain based in the Midwest, decided to offer it permanently. It remains on the Happy Joe's menu along with other breakfast items.
Domino's will be monitoring the success of Dayton's breakfast pizza and its 24-hour service. Its competition will include an increasing number of fast food establishments taking part in the battle over breakfast cash.
Breakfast has been a big push for fast food restaurants such as McDonald's and Burger King.
The Associated Press recently reported that Burger King, which introduced its breakfast in 1979, was going to add nine new breakfast items and try to catch up to McDonald's, the king of fast food breakfast. Breakfast profits make up about 12 percent of Burger King's revenue while McDonald's is closer to a quarter of its profits.