Shake Up Your Wake Up SM with the All-New Breakfast Revolution™ at BK®
September 07 2010 - 7:30AM
Business Wire
If Burger King Corp. has its way, breakfast will never be the
same! Today, Burger King Corp. (NYSE: BKC) is shaking up the QSR
breakfast battle with the unveiling of the brand’s largest menu
expansion ever. Nine new BK® Breakfast Menu items will have
sleepyheads everywhere marching to a new breakfast beat and into
their closest BK® restaurant. From premium platters and savory
sandwiches to fresh-baked Mini Blueberry Biscuits and Seattle’s
Best Coffee®, the new BK® Breakfast Menu is now available and
making daybreak delicious at participating BURGER KING® restaurants
nationwide.
“We’re ready to compete to be America’s wake-up call with our
new BK® Breakfast Menu,” said Mike Kappitt, chief marketing
officer, North America, Burger King Corp. “We’re recognized far and
wide for our superior burgers, and we’re confident guests will know
and love us for breakfast as well. Given the quality, variety and
value on our new menu, BURGER KING® is sure to become the
destination for breakfast.”
BREAKFAST YOUR WAY
The new BK® Breakfast Menu items join long-time guest favorites,
including the popular CROISSAN’WICH® and recent menu additions such
as the BK® Breakfast Muffin Sandwich and the BK® Breakfast Bowl.
The menu is available until 10:30 a.m. daily:
- For sandwich lovers, there’s the
BK® Breakfast Ciabatta Club Sandwich, which features eggs,
fresh tomatoes, ham, bacon, American cheese and smoky tomato sauce.
Brought together on a toasted Ciabatta bun made with whole grains,
this hearty morning sandwich is offered at a suggested retail price
of $2.89.
- The easy-to-eat four-piece
Mini Blueberry Biscuits are served warm with a side of
vanilla icing for dipping. Bursting with blueberry, the four
freshly baked biscuits are ideal for an on-the-go morning treat and
can be enjoyed for just $1.
- The BK™ Ultimate Breakfast
Platter provides the ideal breakfast combination – scrambled
eggs, sizzling sausage, golden hash browns, a buttery biscuit and
fluffy pancakes for a suggested retail price of $4.29. Its
siblings, the Pancake and Sausage Platter and the Pancake
Platter, are available for a suggested retail price of $2.89
and $2.29, respectively.
- Piping hot Seattle's Best
Coffee® turns up the volume on breakfast and is available in
small, medium and large sizes at suggested retail prices of $1,
$1.19 and $1.39, respectively. Burger King Corp. is also expanding
its coffee offerings to include a line of Iced Seattle's Best
Coffee® in three premium flavors: mocha, vanilla and regular.
Double brewed for a strong wake up call, the cool coffees are
available at a suggested retail price of $1.89.
In addition, the full BK® Breakfast Value Menu, which launched
in early 2007 as the first national breakfast value menu among
quick-service restaurants, remains as it is today and will include
the new four-piece Mini Blueberry Biscuits in addition to BK®
Breakfast staples such as Cini-minis, the three-piece French Toast
Sticks and the BK® Breakfast Muffin Sandwich, all priced at a
$1.
BURGER KING® FOR BREAKFAST? YES, THERE’S SUCH A
THING!
Beginning Sept. 13, a 60-second television commercial, featuring
an uncanny cast of characters, will have guests marching to a new
breakfast tune. The ad leads a comprehensive marketing campaign in
support of BKC’s largest menu launch to date. In the spot, an early
riser hits the streets alongside a cadre of hungry neighbors drawn
to the excitement – a construction worker, jogger, landscaper and
even a flutist – chanting, “BURGER KING® for breakfast? There’s
really such a thing.” Later, targeted 30-second spots will showcase
how individual menu items get snoozers marching to the beat of the
BK® drum for breakfast. “The campaign is a rallying cry for
consumers to shake up their morning routine by opting for a hearty
breakfast at BK®,” said Kappitt.
Over the next 11 weeks, consumers will also see and hear about
the new BK® Breakfast Menu across a variety of platforms in
unexpected ways throughout the launch, including digital banner
ads, a mobile application and out-of-home advertising.
ABOUT BURGER KING CORPORATION
The BURGER KING® system operates more than 12,150 restaurants in
all 50 states and in 76 countries and U.S. territories worldwide.
Approximately 90 percent of BURGER KING® restaurants are owned and
operated by independent franchisees, many of them family-owned
operations that have been in business for decades. In 2010, Fortune
magazine ranked Burger King Corp. (BKC) among America's 1,000
largest corporations and Standard & Poor's included shares of
Burger King Holdings, Inc. in the S&P MidCap 400 index. BKC was
recently recognized by Interbrand on its top 100 "Best Global
Brands" list and Ad Week has named it one of the top three
industry-changing advertisers within the last three decades. To
learn more about Burger King Corp., please visit the company's
website at www.bk.com.
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