By Kevin Haas
Rock River Current
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ROCKFORD — You can chow down on Beef-a-Roo earlier in the day than ever before starting next week.
The locally founded fast food chain, which is still headquartered in Rockford, is expanding its offerings on Monday with the addition of a new breakfast menu.
More restaurants: 60 specials to celebrate Rockford Region Restaurant Week
The Beef-a-Roo breakfast menu is filled with customizable breakfast sandwiches, croissants, breakfast bowls with vegetarian options, and a variety of burritos, which the company has branded as B-a-Rritos. There are sides such as pancake puffs, biscuits and gravy, and muffins. You can also order breakfast versions of its classic roast beef sandwich and a variety of coffee drinks.
“Our menu has been crafted with care, and we are confident our community will love it,” Matt Riddle, CEO of Beef-a-Roo, said in a news release. “We believe our unique spin on breakfast classics and dedication to high-quality products will resonate with our customers.”
The new breakfast menu launches Monday at all eight locations in the Rockford area. We got a sneak peek at some of the sandwiches and bowls during breakfast menu training Friday at the Roscoe location, 5109 Rockrose Court. (More photos below.)
The breakfast menu will be offered from 7 a.m. to 10:30 a.m. daily.
“Our commitment to providing the finest food now extends to the most important meal of the day,” Riddle said. “Beginning Jan. 29, the Beef-a-Roo locations in the Rockford area will be opening their doors earlier than ever before and will be serving these exciting new breakfast items.”
The menu includes its new Avocado Smash Sandwich ($4.99), which will be available all day, and “coffee creations” including cafe mocha, French vanilla latte, Americano and variety of iced coffees. There is also hot chocolate and orange juice to drink.
Beef-a-Roo was founded in Rockford in 1967 by Dave DeBruler and Jean Vitale. Their children took over the business in 2007 and operated the local chain until 2019 when it was turned over to a private equity firm. Next Brands bought the franchising rights in 2021 and has expanded Beef-a-Roo across the country.
There are 18 locations across the country and at several more opening soon.
Beef-a-Roo breakfast
Here’s a look at some of the options you can get for breakfast.
Restaurant Week
Rockford Region Restaurant Week runs Jan. 25 through Feb. 4 as a celebration of the area’s culinary scene. We’re getting in the spirit at the Rock River Current, too. Throughout Restaurant Week we’ll be sharing stories, photos and features about the Rockford area’s foodie scene and restaurant industry.
This article is by Kevin Haas. Email him at khaas@rockrivercurrent.com or follow him on X at @KevinMHaas or Instagram @thekevinhaas and Threads @thekevinhaas