Like yellow taxis, the bacon, egg, and cheese sandwich (BEC) is a symbol of New York City. Found in nearly every bodega across the five boroughs, it has long been a reliable and affordable option for breakfast, lunch, or a hangover cure. But soaring egg prices, driven by inflation and the worst avian flu outbreak in history, are forcing delis to raise prices, making this once-cheap staple increasingly expensive.
Egg prices have been climbing since 2022, when the bird flu outbreak led to farmers culling millions of chickens each month. Francisco Marte, a Bronx bodega owner and president of the Bodega and Small Business Association, told NY1 that roughly 50% of delis have been forced to increase BEC prices to remain profitable. What used to be a $3 sandwich now costs at least $5, with some bodegas charging over $10.
The Plant-Based Alternative Steps In
With prices climbing, some businesses are introducing a plant-based alternative. As first reported in the Daily News, more than 50 New York bodegas have launched the “Bird Flu Bailout” initiative, a partnership between plant-based egg producer Just Egg and Plantega, a company that helps delis integrate vegan offerings.
Just Egg, made from mung beans, mimics the light and fluffy texture of eggs. The San Francisco-based company’s product is available in nearly 50,000 grocery stores across North America, though affordability remains a question. A 16-ounce bottle of Just Egg costs $7.50, not significantly cheaper than a carton of eggs.
Eat Just CEO Josh Tetrick acknowledged that bird flu has increased interest in plant-based eggs. “All the major retailers, from big convenience stores to restaurant chains, are reaching out to us now saying, ‘Hey, what’s up with this plant-based egg?’” he said. Despite its Silicon Valley roots, the company sees New York bodegas as key to its expansion. “Bodegas are a cultural symbol of New York,” Tetrick said. “We don’t want to be just a northern California egg. We want to introduce Just Eggs to people who think the idea of a plant-based egg is the weirdest thing they’ve ever heard of.”
Pricing and Market Reaction
For those hoping for a budget-friendly alternative, the reality may be disappointing. A faux BEC at a Brooklyn bodega participating in the Plantega/Just Egg program costs $8, comparable to a real egg version. While Just Egg claims most participating bodegas sell their sandwiches for less than the traditional option, the company does not control pricing.
Some deli owners say inflation has changed the pricing dynamic. One Upper East Side bodega owner told ABC News that his vegan options were once more expensive but are now cheaper due to rising egg prices. New York Groove reported that Plantega sandwiches remain “relatively cheaper” than many egg options, with most costing around $10.
Nil Zacharias, Plantega’s founder, noted that traditional BEC prices have risen in recent months. “Within the last month or so, many bodegas are adding upcharges of $1 or $2 for regular sandwiches, so in some areas, the price gap between traditional and plant-based has narrowed,” he said.
Is This Just a Marketing Strategy?
Despite the “Bird Flu Bailout” branding, the price advantage of plant-based BECs remains unclear. While the campaign is drawing attention, in most locations, traditional egg sandwiches are still cheaper than their vegan counterparts. Some experts predict that egg prices could continue rising, which may eventually shift the cost-benefit analysis in favor of alternatives.
Meanwhile, some New Yorkers are getting creative to cope with rising egg prices. A Bronx bodega recently made headlines for selling “loosie” eggs—single eggs sold individually, much like single cigarettes. This offers a great option for customers unwilling to pay for a full carton.
The Taste Test
For those skeptical about plant-based eggs, the experience can be hit or miss. One customer who tried a faux BEC at a Brooklyn bodega described it as close to the real thing in terms of flavor, with salty bacon, tangy cheese, and soft eggs. However, texture proved to be a challenge. The faux bacon was chewy, requiring significant effort to eat, while the cheese lacked the warm, melty consistency that binds a sandwich together. The Just Egg component was the most convincing, not because it stood out, but because it blended in without drawing attention.
Tetrick remains optimistic, noting that Just Egg is targeting all egg consumers, not just vegans. He hopes more traditional egg eaters will try the plant-based alternative as prices continue to rise.
