Back to News

Einstein Bros® Puts A Healthy Twist On The Classic Reuben

National Turkey Federation Virtual Menu 2003 Showcases the Turkey Pastrami Reuben Sandwich

Printable Version Email to a Friend

WASHINGTON, D.C., May 1, 2003 -

CONTACT: Sherrie Rosenblatt, NTF, 202/898-0100,
or, Leslee McGovern, Devine & Pearson,
617/472-2700 E-mail: srosenblatt@turkeyfed.org

Washington, D.C. (May 2003) - Einstein Bros® joins the National Turkey Federation's (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; Einstein's 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, NTF's director of public relations. "Einstein Bros® has recognized turkey's 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 today's 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."

NTF's "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 Arby's, 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 NTF's recipe database of more than 600 innovative turkey applications and its library of 30 celebrity chef demonstrations.

The National Turkey Federation (NTF) is the national advocate for all segments of the turkey industry, providing services and conducting activities that increase demand for its members' products by protecting and enhancing their ability to profitably provide wholesome, high-quality, nutritious products. Its award-winning web site, www.eatturkey.com, offers consumers, food professionals and the media an extensive library of information including healthy eating and restaurant trends, turkey cuts and purchasing tips, turkey nutrition and cooking techniques, and turkey facts and trivia. Additionally, the site presents a searchable database of more than 1,500 recipes, offers a recipe E-mail program and provides special seasonal and holiday ideas. The National Turkey Federation is headquartered in Washington, D.C.