TEXT OF STORY

Scott Jagow: I don’t normal breakfast foods much because I work such strange hours. But sometimes, I get a hankering for oatmeal. I just learned that Jamba Juice will start selling oatmeal in January. And our reporter Mitchell Hartman is all over this story. He’s at our Entrepreneurship Desk at Oregon Public Broadcasting,

Mitchell Hartman: Starbucks introduced instant oatmeal at its stores this fall, and it’s been a huge seller. Jamba’s oatmeal, by contrast, is slow-cooked and organic, and costs $2.95.

Nancy Jansen owns Zell’s Cafe, a neighborhood breakfast joint in Portland. She’s not surprised by this latest menu brainstorm by the fast-food chains.

Nancy Jansen: People have always eaten oatmeal, and the chains are finally just catching on that it’s a staple. It’s a comfort food.

Comfortable on your wallet. Zell’s serves a wicked oatmeal — with raisins, walnuts, and brown sugar — for just $4.50. And oatmeal’s a lot cheaper for Zell’s to make than the fancy omelettes on the menu at double the price.

Jansen’s partner, Michael Gaines, says there’s another reason people eat oatmeal:

Michael Gaines: Traditionally, Monday we do a lot more oatmeal. I don’t know if that’s because people have been decadent over the weekend.

We’re not sure about any post-indulgence health claims, but they do say it’s good for your heart.

I’m Mitchell Hartman for Marketplace.