Whether Burger King is doing a Starbucks or McDonald's me-too doesn't matter nearly as much as how well the fast food chain executes against its newly announced plan to double the number of premium coffee drinks it sells to 10.
The new line will include lattes and flavored hot and cold beverages developed by Seattle's Best Coffee. A cup of Smooth Roast Coffee made with 100 percent Arabica beans is priced at $1, while the iced coffee version, which comes in four flavors, will sell for $1.49.
Eric Hirschhorn, vice president of global innovation at Burger King, told Nation's Restaurant News, "Continuing to innovate and improve the Burger King brand's coffee and beverage platforms are among our top priorities for the year."
Sales of specialty coffees such as lattes grew six percent last year, according to NPD Group. Dollar sales of regular coffee were up two percent.
One key motivator for restaurants to develop strong coffee programs are the profits associated with success.
Malcolm Knapp, a restaurant industry consultant, told USA Today, "They're a lot more profitable than cheeseburgers or fries."