Burger King in new breakfast push

Burger King is to launch an assault on the breakfast market, with early opening hours and a new menu to take on rival McDonald’s.

Burger King

The fast food chain has been trialling the early opening hours and new products at 26 selected stores nationally. It will now be rolled out across all its stores in November.

Restaurants will now open at 7am or 8am, up to three hours earlier than the previous opening time of 10am.

Customers will also be offered a range of new products that fall into three separate categories. They are breakfast butties, breakfast burgers – believed to include a ‘Big Breakfast’ burger – and quick bites such as pancakes.

It is not the first time that Burger King has attempted to move into the breakfast market, but previous efforts have proved unsuccessful. But the company says it is eager to take on rivals like McDonald’s and KFC.

The move is likely to be supported with marketing activity, but a spokeswoman said that no decisions had been made as yet.

Burger King’s most recent ad was for limited edition burgers the Angry Whopper and Angry Chicken Royale. The TV ad was created by Crispin Porter & Bogusky.

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