Burger King Serving Signature Burgers At Breakfast To Improve Customer Experience
By Megan Zielinski, contributing writer
Burger King, second largest fast food hamburger chain in the World, has announced the upcoming launch of their “Burgers at Breakfast program,” pleasing customers with their favorites at all meal times of the day.
No longer will customers have to wait until 10-10:30 a.m. to satisfy their fries and burger cravings, as corporate of the company approved for the chain to now begin serving lunch and menu items, beginning in 5,000 restaurants nationwide by the end of May. The new Burgers at Breakfast menu will be used in conjunction with the King’s Deal Breakfast Value Menu of French Toast Sticks, breakfast sandwiches, and burritos, with prices starting at $1. The Burgers at Breakfast menu will consist of a selective number of the chain’s top sellers including, the Whoppers, Double Whoppers, Whopper Jr. burgers, cheeseburgers, double cheeseburgers, Bacon Double Cheeseburger, the new Big King, Original Chicken Sandwich, french fries, and apple pie.
The recent initiative is the company’s tactic in the battle of breakfast among competitive fast food chains, who are also implementing new menu features and changes to draw in customers during the busiest time of the day. With 2013 being the third consecutive year in a row for customers gaining more interest in breakfast, experiencing a 3 percent increase in customer growth—quick service restaurants, including Burger King, are looking for menu selections and incentives to improve their morning daypart performance and make their restaurants the top choice as customers look for portable, convenient and affordable options. In 2012, when breakfast daypart in quick service restaurants began to display even stronger results of growth from previous years, Jack Russo, a restaurant analyst with Edward Jones & Co., investment firm based in St. Louis, stated that in order to bring in customers, “you really have to offer something very, very different. The odds are stacked against you. It’s easy to look at the success McDonald’s and some others are having, but it is an uphill battle.”
Taco Bell recently rolled out their new breakfast menu of 13 new items including the Waffle Taco, the Crunchwrap, and Cinnabon Delights. “Breakfast is the fastest growing day part in QSR, and until now, consumers have been stuck with the same, old breakfast sandwich choices everywhere they turn,” said Brian Niccol, President, Taco Bell Corp. Dunkin Donuts recently unveiled their newest breakfast item offered for a limited time, the Apple Sausage Breakfast Sandwich, along with their newly introduced Turkey Breakfast Sandwich and Eggs Benedict Breakfast Sandwich.
McDonald’s, leading fast food and number one quick service restaurant for breakfast, with breakfast sales at 31 percent of their market shares over the years, has granted customers with free McCafe coffees during breakfast hours. While the leader in the fast food industry offers a limited menu of burgers, chicken nuggets, desserts and other lunch/dinner selections between midnight and 4 a.m. through their “McDonald’s After Midnight” program—Burger King will be firing up the grill, serving what they are favored for, at every meal. “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,” said Burger King.