Break Time has rolled out new branding for its in-house prepared grab-and-go foods. AnyTime Eats is the new name customers will now see labeled on the chain’s fresh sandwiches, packaged sandwiches, breakfast sandwiches, burgers and chicken sandwiches. The Dashboard Diner brand, which had been around for more than 20 years, has been retired.
Anita Bichsel, senior marketing manager for Break Time, views the decision to create a new brand name as simply the next evolution in the growth of Break Time’s overall brand. She says Dashboard Diner’s name and logo were outdated and no longer represented the image the company wants its foods to project.
“We believe AnyTime Eats is a contemporary name that shares the same attributes as the Break Time brand—friendly, genuine, reliable, safe, approachable,” Bichsel says. “We want our customers to associate AnyTime Eats with fresh, delicious, convenient food for any time of day.”
AnyTime Eats packaged sandwiches can be found in open-air coolers and are available at 69 out of 71 Break Time stores. The freshly made breakfast and lunch sandwiches are served from grab-and-go warmers and are available at just under half of Break Time locations.
While Dashboard Diner is going away, the kitchen that shared the name and is responsible for preparing Break Time’s packaged sandwiches and snacks is still going strong. Break Time Commissary will continue to package AnyTime Eats products and coordinate their delivery to Break Time stores. Break Time Commissary operates from the lower level of the Break Time store at 3200 E. Stadium Blvd in Columbia, Mo.
To learn more about Break Time food offerings, visit mybreaktime.com/food/.