Burger King, the second largest burger fast–food restaurant chain, has added oatmeal to their breakfast menu in hopes to compete for business against other eateries including the number one hamburger giant in the world, McDonald’s.
Sales have been declining for several years because the burger chain has been focusing their marketing efforts on a target audience that’s been affected by the economy, teens and males in their 20s.
The company said that 10 to 15 percent of its customers visit Burger King during breakfast, and in an effort play catch–up in breakfast sales, oatmeal was added to the menu for $1.99 and is significantly cheaper than McDonald’s oatmeal sold at $2.99.
The oatmeal made by Quaker Oatmeal comes in Original and Fruit–Topped Maple flavors that include dried cranberries, raisins, cherries and blueberries.
“BKC is committed to offering Burger King guests quality, great–tasting food, beginning with breakfast," said Leo Leon, vice president of Burger King Global Innovation.
The company needs to find new and convenient breakfast items for their menu in order to increase sales and reach a wider demographic besides young males.
In addition to oatmeal on the menu, Burger King announced a new burger called the California WHOPPER® to be sold for a limited time only at participating locations throughout the U.S. including several restaurants located in Los Angeles.
The California WHOPPER® or WHOPPER® JR. sandwich sold at $4.49 and $2.19 is topped with creamy guacamole, melted Swiss cheese, crispy bacon and all your favorite toppings of fresh lettuce, tomatoes, onions and a quarter–pound of fire–grilled beef.
Burger King’s new menu items come on the heels of an announcement made earlier this week by firing their famous King mascot and edgy advertising agency Crispin Porter + Bogusky. The company hired agency mcgarrybowen.
For years, McDonald’s has beaten Burger King sales by nearly four times. In the second quarter, Burger King’s profit fell to $596.2 million while McDonald’s earned $6.9 billion in profit.
McDonald’s has also been doing something better than Burger King by focusing on product sales, introducing new menu items such as oatmeal last year, salads, smoothies and coffee drinks, remodeling stores, and offering wireless Internet service.
Burger King restaurants are located throughout Los Angeles on 833 Central Avenue, 1830 West 8th Street, 1845 S. Vermont Avenue, 10812 Jefferson Boulevard, 3036 Crenshaw Boulevard, and 1742 S. La Cienaga Boulevard, and it’s not guaranteed that all locations will be selling the California WHOPPER® sandwich as with the new oatmeal available during breakfast hours.
If Burger King wants to compete against McDonald’s for the number on spot in burger sales, they will need to be the first come up with original menu items and a marketing concept that makes everyone happy without brining back the King.
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