While the lawyers work out details of its buyout by 3G Capital, Burger King has launched its augmented breakfast menu. And it’s serving up smack talk on the side. “We’re ready to compete to be America’s wake-up call with our new BK Breakfast Menu,” according to a quote attributed to Mike Kappitt, North American CMO, in the company’s release. “Burger King is sure to become the destination for breakfast.”
McDonald’s, Hardee’s, Sonic, Dunkin’ Donuts and others will raise an eyebrow at the confident boast, and it’s game on. But BK’s gamble sets up at least one more interesting quarterly sales report before the chain submerges into private ownership again.
A 60-second TV commercial for Burger King’s breakfast breaks September 13. We’re promised people marching through the streets chanting “Burger King for breakfast? Yes, there’s such a thing!” This is odd since the chain already served breakfast. Is it saying no one has noticed?
httpvh://www.youtube.com/watch?v=uTUac13I_PI BK’s morning menu still includes Croissanwiches, the BK Breakfast Bowl, French Toast Sticks and other holdovers. New items include:
● The BK Breakfast Ciabatta Club Sandwich with eggs, tomato, ham, bacon, American cheese and “smoky tomato sauce” on a toasted ciabatta bun. A la carte price is $2.89.
● The breakfast value menu gets $1 Mini Blueberry Biscuits (four), served warm with a side of vanilla icing for dipping.
● Platter meals. The BK Ultimate Breakfast Platter combines scrambled eggs, sausage, hash browns, a biscuit and pancakes for $4.29. A Pancake and Sausage Platter ($2.89) and Pancake Platter meal ($2.29) also are on the menu.
● Seattle’s Best Coffee officially joins the menu in $1, $1.19 and $1.39 sizes. Iced Seattle’s Best Coffee is $1.89.
Meanwhile, The Columbus Dispatch reports that Wendy’s latest breakfast menu test includes a fire-roasted burrito and an agg-and-cheese burrito.