Article
Burger King muffin sandwich takes aim at McDonald's
As the breakfast wars ramp up, Burger King launches a value sandwich and a breakfast bowl.
March 28, 2010
Quick-service brands are racing to win their piece of the breakfast market, with Burger King the first to launch its new offerings, a value sandwich and a breakfast bowl.
The BK Breakfast Bowl features all of the ingredients of a typical breakfast platter, combining roasted southwestern potatoes, grilled onions and peppers, scrambled eggs and savory sausage topped with a three-cheese blend and a smoky cheese sauce. In-restaurant merchandising will support this all-in-one breakfast experience, which is available for a suggested retail price of $2.79.
The new BK Breakfast Muffin sandwich has been added to the morning daypart value menu and is available for $1 at participating restaurants. The BK Breakfast Muffin sandwich features savory sausage, egg and melted American cheese on a freshly baked English muffin. It's the latest menu item available on the BK Breakfast Value Menu, which launched in early 2007 as the first national breakfast value menu among QSRs.
"The BK Breakfast Muffin sandwich provides more value for the money to our guests," said John Schaufelberger, senior vice president, global product marketing and innovation, Burger King Corp., in a news release. "We took a breakfast sandwich that has proven likeability among consumers and are delivering it at a great price."
The BK Breakfast Muffin sandwich takes aim at McDonald's Egg McMuffin sandwich and will be illustrated by a tongue-in-cheek advertising campaign that showcases Burger King's version. "This provocative campaign highlights the King's edgy antics and makes it clear that our newest breakfast sandwich is a great deal for our guests," said Brian Gies, vice president, marketing impact, Burger King Corp. Dubbed "The Sneaky King," the 30- and 15-second commercials, which are now airing nationally, feature the King taking matters into his own hands as he works to deliver a breakfast sandwich he knows guests love for $1.
The new offerings are part of the company's strategy to remedy slumping same-store sales. Burger King Corp. chairman and CEO John Chidsey said last month at the Deutsche Bank Securities Small and Mid Cap Conference that the company sees the largest opportunity in the breakfast daypart, where McDonald's has long been the QSR leader. Burger King also has improved its coffee and is phasing in Seattle's Best Coffee at its U.S. stores over the next six months.
Other QSRs entering breakfast war
Other QSRs have noticed the opportunity in breakfast. Sandwich giant Subway will be rolling out its breakfast menu next week. The new menu will include custom-built breakfast sandwiches, with breads such as light wheat English muffins, traditional hoagie bread and flatbread, according to the Fast Food Maven blog. Proteins include scrambled egg rounds, egg white rounds and Black Forest ham. The chain also will feature Seattle's Best Coffee in its U.S. stores.
Subway is taking on McDonald's and Burger King by comparing the nutritional values of breakfast sandwiches from the three chains on its napkins.
Other QSRs still have breakfast in test, including Taco Bell, which has tried to enter the morning daypart several times and thinks it may have it right with branded offerings from Jimmy Dean, Cinnabon and Seattle's Best. Wendy's also is retooling its breakfast offerings and has pulled the menu from all its company-owned stores. Some of its new breakfast products include a toasted, artisan-muffin egg sandwich with bacon or sausage; a grilled panini egg sandwich with thick-cut applewood smoked bacon; skin-on roasted potatoes; fresh fruit and a new premium specialty coffee. Both brands expect a national rollout early next year.
Economy hurting breakfast
Breakfast certainly offers plenty of opportunity for sales growth for QSRs, but even that daypart has suffered during the recession as high unemployment has kept many consumers home for the morning meal. According to a recent report from market intelligence firm Mintel, half of consumers surveyed the company in November 2009 said they're spending less on restaurant breakfasts compared to 2008. Only one in 10 are spending more. Furthermore, nearly half of survey respondents said they don't eat breakfast out during the week (47%) or weekend (45%).
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