‘Be the Readiest’: Holiday Inn Express Cooks Up Breakfast Challenge

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America loves cooking shows and sports. So Holiday Inn Express combined the two fan favorites for its new campaign, “Be The Readiest.”

ESPN and SEC Network personalities Jordan Rodgers, Jesse Palmer and Maria Taylor chose whatever they wanted from the 30+ options available at the Express Breakfast Bar to build their idea of the perfect breakfast sandwich in three minutes or less.

The battle is called the READIEST Breakfast Challenge and has a few celeb judges as well: Jane Ko of A Taste of Koko, Jason Piper of Nola Party of 2, and Cullen of Cullen and Katie.

The event was moderated by SEC Network’s Paul Finebaum, but he’s joined by Ko, Piper and Cullen to evaluate the submissions. The trio had three main categories to consider with each creation: deliciousness, creativity and portability.

Rodgers took the cake with the 7-on-7—a seven-layer stack of syrupy breakfast products. For those of you who want to try this at home (or a nearby Breakfast Bar), the 7-on-7 is a stack of pancakes, sausage, bacon, eggs and a veggie omelet. It beat out Palmer’s Quarterback Slider (a split cinnamon roll with egg, sausage and hot sauce) and Taylor’s Paco (a pancake taco).

Why does the brand use breakfast in it promotion? Holiday Inn Express explains that everyone—whether they’re an SEC player, an ESPN commentator or a fan—needs something good to get started on game day.

“It feels good to be the first-ever winner of the Holiday Inn Express READIEST Breakfast Challenge,” Rodgers said. “Once I layered the best parts of breakfast into the ultimate sandwich, it was game over.”

Sounds like this could be an annual event.

Meanwhile, Holiday Inn Express has been very busy in the last few weeks. It opened locations in Kentucky and  Texas, and is in the process of building in Florida, Tennessee,  Illinois and California. It also just opened a location in South Korea and India.

Will any of these host a READIEST Breakfast Challenge? The brand once sponsored the Symetra Classic—maybe next Challenge will feature some golfers?

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