Industry News | March 23, 2000

BK Adds to Breakfast Menu

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Burger King Corporation announced March 22 that it will introduce the delicious taste of pancakes to consumers in a convenient package perfect for eating breakfast "utensil free" while on the go. The new Pancake-minis(TM) are silver-dollar-sized, buttermilk pancakes served in special packaging with their own side of thick, rich syrup. They come six to an order for a price of 99 cents. Pancake-minis(TM) will be available for four weeks, beginning March 27, at participating restaurants in the U.S.

"Pancake-minis offer breakfast-eaters the opportunity to enjoy a traditional treat by dipping the silver- dollar-sized pancakes in the specially designed port right in the package. Whether they're 'deskfasting' or 'dashboard dining,' this is a breakfast developed for today's people on the go," said Dana Frydman, director, Product Marketing for Burger King Corporation.

According to a Gallup Survey of American's Breakfast Behavior (1996), more than 30% of Americans eat breakfast, the meal many consider to be the most important of the day, away from home. Of that group, half take breakfast to go.

Pancake-minis(TM) were developed in conjunction with Pillsbury, a sister company of Burger King Corporation. This collaboration is not the first time Burger King and Pillsbury have partnered on breakfast projects. Cini-minis(TM) were launched successfully in May of 1998 and the biscuit used in the biscuit sandwiches introduced in 1996 is also a Pillsbury product.

Burger King Corporation is a part of Diageo (NYSE:DEO - news), the international food and drinks company, that includes such brands as Pillsbury, Haagen Dazs, and Guinness.