Summary Box: Burger King expands breakfast offerings to target McDonald’s business
By APTuesday, September 7, 2010
Summary Box: Burger King expands breakfast menu
THE NEWS: Burger King is introducing nine new breakfast items and planning a major marketing blitz — all with an eye toward eating up some of McDonald’s morning business.
THE PUSH: Chief Marketing Officer Mike Kappitt said the company has dabbled in breakfast for years since Burger King introduced breakfast in 1979 but is now making it a major focus with six new television ads.
THE NEW FOOD: The new offerings include platters of pancakes, eggs, sausage and other breakfast items ranging from $2.29 to $4.29 and a ciabatta sandwich with eggs, ham, bacon, tomatoes and cheese for $2.89.
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