Burger King is relaunching its breakfast menu and open its doors much earlier now across the UK. Its opening times will be adbvanced from 10:00 am by a couple of hours.
However, earlier attempts to establish Burger King as a breakfast provider have been unsuccessful. In 2007, it expanded its breakfast menu to include items such as a Cumberland Sausage Butty and bacon roll to appeal to British diners.
This time, it is testing diner preferences with a trial of the breakfast menu at four restaurants, including London's Leicester Square that includes options of apple fries, pancakes, a Big Breakfast burger and a sandwich. The nw breakfast menu will roll out nationally from 17 November.
The menu is an attempt to rival McDonald's menu.
Burger King will support the changes with an ad campaign, including TV activity, following the menu's national launch.
McDonald's is also running a heavyweight campaign, spanning TV and press, to promote its morning opening hours, breakfast food and coffee.
In 2008, KFC made its first foray into the breakfast market with the KFC A.M. range. Participating restaurants open at 6am, four-and-a-half hours earlier than usual