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Burger King testing brunch menu

Burger King is testing a new brunch menu in select markets, including Massachusetts and Florida, that includes several new items and a non-alcoholic mimosa.

A company spokeswoman confirmed reports that the “Burger King Brunch,” covered in detail on Burger Business, was being offered in test locations until 10:30 a.m. daily.

In addition to Burger King’s traditional breakfast menu and the $1 value menu, the brunch menu includes a Ciabatta Breakfast Sandwich, which features scrambled egg, cheese, ham and bacon, tomato and sauce on a ciabatta roll. The menu also features a “mimosa” made from orange juice and Sprite.

The ciabatta sandwich is priced at $2.99 and the mimosa is offered for $1.99. Test units are also offering the Whopper sandwich during the breakfast daypart.

Burger King's brunch test is its latest breakfast move this spring, following the rollout of a $1 breakfast sandwich accompanied by TV ads that take aim at McDonald's signature Sausage McMuffin.

Breakfast has proved to be hot daypart for many fast-food chains this spring. In addition to new products from longtime morning players like Burger King, Dunkin' Donuts and Jack in the Box, other chains are looking to carve out a niche in the morning. Subway introduced a national breakfast menu earlier this month, while Quiznos has started selling breakfast sandwiches at its convenience store locations. 

Last year also was a busy time for breakfast, according to Mintel, which counted 460 new breakfast products at restaurants, more than in the two previous years. However, the research firm found that restaurants were fighting for fewer dollars in the morning, with half of consumers surveyed saying they spent less on breakfast in 2009 than they did the year before.

Molly Gise contributed to this report.

Contact Ron Ruggless at [email protected].


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