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Burger King offers burgers for breakfast

By Associated Press

LAST UPDATED: 08:25 a.m. HST, May 08, 2014

NEW YORK >> Burger King has some new additions to its breakfast menu -- its flame-broiled burgers.

The Miami-based chain says its "Burgers at Breakfast" menu includes its Whoppers, Cheeseburgers and Big King sandwiches, as well as its Original Chicken Sandwich, french fries and apple pie. The items are offered alongside the chain's normal breakfast menu.

Burger King Worldwide Inc. said in an email that more than 5,000 locations will participate in the program. The company said it began rolling out earlier this month but did not say whether it would be available permanently or for a limited time.

The rollout was reported earlier Thursday by the website BurgerBusiness.com.

Burger King's move comes as fast-food chains look to tap into the growing breakfast category. Most notably, Taco Bell recently launched its national breakfast menu by poking fun at McDonald's in TV ads. But finding success in the morning isn't necessarily easy for new players.

Wendy's Co., for instance, recently gave up on testing breakfast and says it doesn't plan to pursue it again anytime soon.

In a phone interview, Wendy's CEO Emil Brolick noted that people tend to be "entrenched" in their morning habits and that they seem "pretty happy with the offerings they have in the marketplace."

McDonald's, meanwhile, remains the leader in breakfast with its popular Egg McMuffins, Hot Cakes and other items. Fans of McDonald's breakfast have long wanted it to be available beyond normal breakfast hours, and executives have tinkered with some options.

Last year, the chain began offering an "After Midnight" menu at some locations that includes a mix of breakfast and lunch items, with the option to get either fries or hash browns as a side.

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KaneoheSJ wrote:
Local Burger King franchises don't seem to understand the fact that most people are not oblivious to their tactic of tacking on a few dollars to their costs over their mainland counterparts. People are not blind. They see those five dollars for two sandwiches commercials that are aired over the national airwaves. We know that you tacked on two bucks on the two-for-five and made them two-for-seven. What a rip-off. And they wonder why their parking lot is empty.
on May 8,2014 | 09:58AM
primowarrior wrote:
Jack in the Box has been offering all of their regular items in the morning and all of their breakfast items all day long for many years now. It's convenient, but I think having to deal with so many additional items makes it tougher and also affects their speed of service, especially during busy hours. Maybe that's why other fast food companies have been reluctant to do so.
on May 8,2014 | 10:19AM
iwanaknow wrote:
Great, ..........more reasons to make us fat and lazy..........ya ya ya, I hear you thinking .....da King is not holding a gun to my head to buy their stuff.
on May 8,2014 | 10:28AM
Maneki_Neko wrote:
"Hamburger chain offers hamburgers around the clock."

What would we do without the Associated Press?

on May 8,2014 | 11:40AM
Slow wrote:
It is surprising good old Burger King is still in operation. Consistently behind the competition in style, ads, quality food and menu selection. Nice crown hats though. BK's leading the pack in paper hats.
on May 8,2014 | 01:32PM
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