None of the fast feeders have done breakfast as successfully as McDonald's, even though many have tried. Burger King is looking to change all that with a new ad campaign to support the the addition of nine new items to the chain's breakfast menu.
Mike Kappitt, chief marketing officer at Burger King, told The Associated Press that the company has "almost abdicated" the breakfast business to its larger rival.
"We feel that it's time to take it back, or at least our fair share of it. That's our ambition," he added.
Among the items being rolled out are the BK Breakfast Ciabatta Club Sandwich, Mini Blueberry Biscuits, the BK Ultimate Breakfast Platter (scrambled eggs, sausage, hash browns, a biscuit and pancakes) and a line of Iced Seattle's Best Coffee in regular, mocha and vanilla flavors. The chain will continue to sell the popular Croissan'wich and other items currently on its breakfast menu.
Burger King has launched a national radio and television campaign that will start out reintroducing the chain as an option for breakfast and will then transition to playing up some of the items on its menu. The campaign will also make use of digital banner ads, a mobile application and out-of-home advertising.
"The campaign is a rallying cry for consumers to shake up their morning routine by opting for a hearty breakfast at BK," Mr. Kappitt said in a press release.
Discussion Questions: Will Burger King become a bigger player in the breakfast
category with its menu additions and new ad campaign? What are the biggest challenges
BK faces in trying to grow its breakfast business?
[Editor's Note] McDonald's generates roughly 25 percent of its revenue
from breakfast compared to 12 percent for Burger King, Mr. Kappitt told the AP.