Taco Bell introduced a new line of breakfast foods. McDonalds is contemplating stretching breakfast to longer hours. Now Burger King is jumping in to the Fast Food Breakfast Wars by taking an opposite approach – moving dinner foods into breakfast time.
Burger King just launched a "Burgers At Breakfast" campaign, BurgerBusiness reports, an oddly forced entry into the breakfast competition. Whoppers, chicken sandwiches, and Big Kings will now be officially on the menu at 9 a.m.
Perhaps because BK already offers a substantial breakfast menu, based mostly around its bacon, egg, and cheese Croissan'wiches, they were struggling for a new idea to remain relevant in the morning fast food front. Then again, it isn't that new. Savvy Burger King customers know that many outlets will serve you burgers during breakfast hours if you ask nicely, and they're likely to be the best Whopper you eat all day — because you'll know without a doubt that it was made fresh and to-order.
Which fast food place takes the lead in breakfast matters to the industry, because morning purchases are the only area that have grown significantly over the past 5-10 years. Breakfast might be the only war left to win.
This article is from the archive of our partner The Wire.