Einstein Bros. Puts A Healthy Twist On The Classic Reuben

Einstein Bros. joins the National Turkey Federations (NTF) Virtual Menu 2003 program on www.eatturkey.com with its Turkey Pastrami Reuben Sandwich recipe beginning in June. Just one example of how the fast casual segment is succeeding with turkey on the menu; Einsteins version of this American original combines turkey pastrami, steaming hot sauerkraut, Swiss cheese, brown deli mustard and Thousand Island dressing on a delicately toasted pumpernickel bagel.

Einstein Bros. Turkey Pastrami Reuben Sandwich truly represents how classic sandwich applications become new and trendy again when turkey serves as the base, comments Sherrie Rosenblatt, NTFs director of public relations. Einstein Bros. has recognized turkeys ability to blend with many flavors to create familiar yet different menu offerings to appeal to a variety of customers.

Turkey is a popular ingredient for todays quick casual customer, says Chad P. Thompson, senior director of research and development, New World Restaurant Group, parent company of Einstein Bros.. More than 50 percent of our lunch items contain turkey. Our customers look for items they perceive to be healthy and lower in fat. Turkey delivers those choices for them. Plus turkey has a lot of versatility and mass appeal so we continue to develop menu items that feature turkey products.

NTFs Virtual Menu 2003 unveils current turkey trends on www.eatturkey.com, with recipes submitted by a wide variety of foodservice operations  from independents to national chains. Each month, a different establishment offers a popular turkey item from their menu, along with a plate shot, food costs when available, and a quote from a restaurant representative on the benefits of turkey and why they choose to serve it. Once Einstein Bros. Turkey Pastrami Reuben Sandwich has been featured, it will be added to the Virtual Menu Turkey Trends page joining Arbys, The Fireplace of Boston, Wildflower Bread Company and The Oak Leaf at the Washington Dulles Airport Marriott. There it will continue to be linked to NTFs recipe database of more than 600 innovative turkey applications and its library of 30 celebrity chef demonstrations.

About the National Turkey Federation
The National Turkey Federation is the advocate for all segments of the U.S. turkey industry. Its award-winning web site, www.eatturkey.com, offers virtual menus that showcase current turkey trends, professional chef cooking demonstrations and a searchable database of more than 600 recipes. Operators can also go to www.eatturkey.com to sign up for the Recipe E-mail program to register to receive unique recipe ideas that add flair to holiday and special occasion menus year-round.