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Burger King Adding ‘Burgers at Breakfast’ Menu

While Taco Bell urges America to try its Waffle Taco, McDonald’s promotes McGriddles, White Castle whips up Belgian Waffle Breakfast Sandwiches, Dunkin’ Dunuts tempts with Eggs Benedict Breakfast Sandwich and so on, Burger King is going to sell a breakfast item it already knows everyone loves: burgers.

BurgersForBreakfast_© BurgerBusiness.comBurger King is rolling out a new “Burgers at Breakfast” menu that makes selected lunch and dinner favorites available in the morning alongside the chain’s regular breakfast items. Previously, the rule was that burgers weren’t available until 10:00 or 10:30 a.m. Some franchisees already had been circumventing that timetable and were selling breakfast burgers. Now corporate has given a formal green light to the practice, within boundaries.

So rather than figure out how to sell breakfast all day—as McDonald’s has been trying to do—Burger King has decided instead to sell burgers all day.

The company told BurgerBusiness.com that 5,000 restaurants have opted in to run the Burgers at Breakfast program, although it is not in that many locations yet. One operator told BurgerBusiness.com her stores would be activating the program by the end of this month, once merchandising materials such as drive-thru signage arrived. She said radio advertising would support the program.

Burger King has issued a Required Menu for the Burgers at Breakfast program that mandates an extensive selection: Whoppers and Double Whoppers, the new Big King, Whopper Jr. burgers, cheeseburgers, double cheeseburgers, Bacon Double Cheeseburger, Original Chicken Sandwich and french fries.

In a statement to BurgerBusiness.com, Burger King said of the program, “Selling Burgers at Breakfast at Burger King restaurants allows our guests to start their day being their way—either with the great flame broiled taste of our signature burgers and sandwiches or with our delicious suite of breakfast offerings.”

Burger King has been promoting a King Deals Breakfast Value Menu with French Toast Sticks, Sausage & Cheese Muffin Sandwich and Sausage Breakfast Burrito starting at just $1.

BK's Required Menu for the "Burgers for Breakfast" program.

BK’s Required Menu for the “Burgers at Breakfast” program.

McDonald’s has been wrestling with the question of how to extend breakfast hours for many years. As exclusively reported here, in January 2013 McDonald’s began testing a “McDonald’s After Midnight” menu that offered a limited “best of” selection of both breakfast and lunch/dinner items between midnight and 4 a.m. That program has since essentially rolled out systemwide but the chain continues to look for new ways to please Egg McMuffin fans after 10:30 a.m.

Research from The NPD Group finds that early morning hours (5 a.m. to 8 a.m.) aren’t the most important. It finds that 75% of QSR visits before 11 a.m. come in the 8 a.m. to 11 a.m. period.

All the interest in morning business, of course, stems from its being the only daypart showing traffic growth. NPD data earlier this year found that consumers cut back on restaurant visits for lunch and dinner in 2013 while breakfast visits increased for the fourth consecutive year. Every chain wants a share of that increase.

© Copyright BurgerBusiness.com

21 comments to Burger King Adding ‘Burgers at Breakfast’ Menu

  • Scott

    I never have understood the idea behind menu item availability at only specific times of the day. Customers are quite a bit more savvy and demanding these days. Plus most breakfast style establishments have been selling breakfast all day for a very very long time, and doing extremely well at it.

  • Rick

    But will franchisees or BK HQ test and develop the burger with egg on it that seems to be so popular at more sit-down establishments of late?

  • Wayne

    The reason cited I believe for limiting the menus was capacity. There is only so much room in a fast food restaurant to have food ready to serve quickly. Apparently they have figured out a way to do it though. I don’t go for breakfast at fast food often, but I recall sometimes where I was just a bit too late and not happy (or the reverse – a bit too early for lunch and couldn’t get it).

  • Vic

    Needed this for some time. In this 24/7 world, not all of us work dayshifts. I get off work at 0600 I want a burger and fries not some biscuit.

  • j dean

    It’s about time. I’m not a breakfast good person. It will be very nice to have this option. So hard to find burgers and such before 10:30am in my area of NC. Thanks burger king.

  • Alicia

    At last, finally I can have my WHOPPER and FRIES for breakfast.

    THANK YOU!! THANK YOU!! THANK YOU!! DID I SAY THANK YOU!!

  • David Hoffman

    The Burger King located at the military base I work at offered burgers for breakfast for quite some time. It worked well. After the restaurant was renovated they went back to the traditiional menu. I am thinking with the new approval and support from corporate headquarters we might see it again.

  • I thought they did burgers at breakfast already?

  • Nope. Some franchisees may have offered Whoppers before but this is the first full burger breakfast menu with corporate support.

  • irrelevant

    As a night shift worker, I wholeheartedly second this idea.

    6am to 10am is not “morning” for everyone.

    Now if I could just get breakfast at 10:30PM, we’d be all set.

  • Jeff

    They tried this before. Didn’t work then because people wanted it fast and fresh. Not disagreeing with that but they can’t possible hold every product up and keep it hot without wasting too much. The only way this will work in my opinion is if customers realize it will take a little longer.

  • Frank

    About time! I’m tired of the horrible breakfast menu at fast food places. I hate everything they offer except for biscuits & gravy which of course no place here in New England offers. I would much rather get a burger & fries than some crappy fake egg thing.
    This info is useless though without a list of which BK’s will be participating…

  • Burger King franchisee Bob Furman will not serve Whoppers in SW Florida in the breakfast menu and an Burger King has not pushed him to do so. Called B-K twice since I couldn’t get a Whopper Sunday morning before 10 AM. Furman’s Inc. says it’s voluntary and they aren’t doing it. Went to Subway and bought 3 sandwiches.

  • flyboy

    I have gone to a local burgerking restaurant, off of can-do expressway in hazelton, pa. They have all the signs for burgers at breakfast, however when you go to order one of these items, very seldom do they serve them. Occasionaly I’ll order a cheeseburger meal and be served it at 530am. 95% of the time I’M told that it doesn’t start until 6am. No where is it posted that this menu starts at 6am. The store opens at 5am. This seems like false advertising as they say at breakfast but do not offer it until x time.

  • bob

    Glad to read this. I don’t eat breakfast. Instead I eat an early lunch that holds me over until dinner. I often have to sit and starve waiting for some place to open or to offer what I want.

  • Think this is a great idea! I used to work 3rd shift in the past, and I was never hungry for breakfast when I got off of work. I was hungry for a burger. No one was was serving lunch 7am yet though !

  • Ken

    I work third shift, and when I get out of work it would be nice to have a hamburger. The only place to get a hamburger would be going to sonic.

  • Ken

    Sonic has been doing both, all day and night for years.

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