Burger King to Revamp Menu

If you thought Domino’s Pizza needed a rehab, as I told you earlier, wait till you get a load of Burger King. The nation’s No. 2 burger chain is expected to launch its new coffee line and give its breakfast menu a top-to-bottom overhaul as a result of losing the so-called burger war to McDonald’s.

Soon Burger King chains across the country will add Starbucks Corp.’s Seattle Best Coffee to their menu lineup some time this summer. This move is intended to take on McDonald’s and the ever successful McCafé coffee drinks. Burger King wanted to level the playing field as McDonald’s McCafé was seen as “taking aim at Starbucks.” Um, Starbucks must’ve got them confused with Dunkin’ Donuts, whose coffee is preferred more by Americans than Starbucks.

But in order for it to happen, Burger King’s BK Joe will have to be retired. “We’ll be delivering a better cup of coffee,” said John Schaufelberger, senior vice president of Burger King’s global product marketing and innovation. Hmmm, I wonder what breakfast items are going to be added, what are going to be removed, and what they’re gonna leave alone?

If Burger King didn’t try hard enough to rival McDonald’s, listen to this. The 1/4 lb double cheeseburger, which they have been selling for $1, will soon cost $1.19. McDonald’s took that similar action a couple of years ago. Like McDonald’s, Burger King currently has a breakfast value menu, including coffee for $1. And of course, these coffee drinks will be sold all day.

Well, it looks like you really can have it your way, day and night!


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