I agree, I wouldn't call it sub-par at all. This is breakfast, not lunch or dinner. Bagels and fruit plus coffee/tea sound just fine to me. For people expecting more - how would the reps be able to supply something such as cooked eggs?
Breakfast tacos are one example. Every fast food place has some kind of cooked egg sandwich and so do a lot of local type bakeries that sell donuts and the like.
Where I work (not in the medical field) thare are companies who bring in breakfast occasionally. They ususally bring in some combination of bagels, muffins, kolaches, breakfast tacos, chic-fil-a breakfast sandwiches, etc. Most times, fruit is included, often orange juice. And they always bring too much, meaning, there's leftovers which people will graze at lunch time. So, it's not hard to do.
However, if they didn't bring enough or didn't bring what someone considered to be the right thing, I simply cannot imagine anyone in this office saying something rude to their face. We're always just happy someone brought us food!
It would be one thing if someone took the rep aside and just said, thanks but next time, you might want to bring x, y & z if you want to get in good with the office staff. It's a whole other *rude* thing for the staff members themselves "flip out" and "scoff" right to the rep's face.