Two hundred and seventy five Burger King restaurants in Chicago offer punters burgers for breakfast, and the surprising sales success has raised a few questions about whether it would be sensible for BK’s peers to stop telling their fastfood aficionados that they can’t buy a burger before 10.30am.
Generally fastfood restaurants tend to sell a breakfast menu in the mornings, from which the burger is notably absent, but the Chicago outlets have recorded a 4-7% increase in sales since they offered early morning Whoppers.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
With a recent advertising push, burgers now account for between 35-40% of all morning sales in the outlets.
Events in the Chicago stores have prompted speculation as to whether the burger-for-breakfast concept may be rolled out nationwide in a bid to allow the company to compete with McDonald’s, currently the leader in breakfast fastfood sales.
“Breakfast is an under-performer for Burger King,” explained equity analyst for Merrill Lynch Peter Oakes, to the Wall Street Journal: “Offering Whoppers at that hour can possibly help them ring the cash register.”
A spokesman from BK, a unit of British group Diageo, would not say whether the menu variations were likely to go national, but did reveal that staff at the firm’s Miami-based HQ were watching sales with interest.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataTo view related research reports, please follow the links below:- Leading Restaurant Chains in Europe Fast Food & Home Delivery Outlets Plus |
