BK to escalate the battle for breakfast with new $1 menu

MIAMI Burger King said it will add a breakfast menu of 10 items priced at $1 each on Feb. 19. The rollout is believed to be the first shift of the dollar menu, one of the quick-service sector’s most effective traffic-builders at lunch and dinner, into the hotly contested morning market.

The new array of $1items will include a new ham, egg and cheese sandwich, dressed with honey butter and served on a sesame-seed bun, that BK has dubbed the Hamlette. The 11,100-unit chain said the Hamlette will be the “star” of the new Breakfast Value Menu.

The menu will showcase another new item called Cheesy Tots, consisting of cheddar and mozzarella cheeses wrapped in a potato crust and deep-fried. The new side will be offered all day in orders of six, nine or 12 pieces. The price has not been disclosed.

Rounding out the Value Menu are BK’s French toast sticks, with three to an order; a sausage patty on a biscuit; a small hash-browns patty; Cini-minis miniature cinnamon rolls; a small BK Joe coffee; a 10-oz. serving of milk; orange juice; and a 16-ounce soft drink.

The chain’s franchisor, Burger King Holdings Inc. here, said the new menu would be a permanent addition, and would be introduced systemwide.