MIAMI Burger King has added two items to its morning menu, including a $1 breakfast sandwich.
The BK Breakfast Muffin includes sausage, egg and melted cheese on an English muffin. The $1 sandwich has been added to the chain's breakfast value menu, which debuted in 2007.
“We took a breakfast sandwich that has proven likeability among consumers and are delivering it at a great price,” said John Schaufelberger, Burger King’s senior vice president for global product marketing and innovation.
Burger King also has added a new BK Breakfast Bowl for $2.79. The all-in-one breakfast combines roasted Southwestern potatoes, grilled onions and peppers, scrambled eggs and sausage topped with a three-cheese blend and a smoky cheese sauce.
Despite slower sales in 2009, breakfast remains a hot daypart for restaurants. Big fast-food players like McDonald's, Hardee's and Jack in the Box continue to emphasize and expand their breakfast offerings amid competition from newcomers. Subway said last week it would offer breakfast at its North American stores, and Quiznos debuted a new breakfast program at its 175 convenience-store units.
Burger King will promote its $1 Breakfast Muffin in 30- and 15-second commercials that take shots at rival McDonald's breakfast sandwiches. The TV campaign, dubbed "Sneaky King" and featuring the chain's King mascot, began airing Monday.
Burger King has more than 12,000 restaurants in the United States and 73 nations and territories.
Contact Ron Ruggless at [email protected].
