Industry News | March 29, 2010

Burger King Breakfast Menu Grows

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Burger King Corporation announced the newest additions to its breakfast menu lineup, the BK Breakfast Muffin sandwich and BK Breakfast Bowl. Available for $1 at participating restaurants, the BK Breakfast Muffin sandwich features 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.

“The BK Breakfast Muffin sandwich provides more value for the money to our guests,” says John Schaufelberger, senior vice president of global product marketing and innovation for Burger King Corporation. “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 “the other” breakfast muffin sandwich in the market and will be illustrated by a tongue-in-cheek advertising campaign.

“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,” says Brian Gies, vice president of marketing impact for Burger King Corporation. Dubbed “The Sneaky King,” the 30- and 15-second commercials are airing nationally.

In addition to the BK Breakfast Muffin sandwich, participating Burger King restaurants nationwide will also feature the new, premium BK Breakfast Bowl. This menu item features all of the ingredients of a typical breakfast platter, combining roasted southwestern potatoes, grilled onions and peppers, scrambled eggs, and sausage topped with a three-cheese blend and a smoky cheese sauce. In-restaurant merchandising will support the breakfast experience, which is available for a suggested retail price of $2.79.