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Burger King Heats Up Breakfast Battle

MIAMI -- The battle for breakfast continues to heat up. Now Burger King announced two new additions to its breakfast menu lineup -- the BK Breakfast Muffin sandwich and BK Breakfast Bowl, QSR Magazine reported.

Available for $1 at participating restaurants, the BK Breakfast Muffin sandwich is the latest menu item available on the BK Breakfast Value Menu. The sandwich features sausage, egg, and melted American cheese on a freshly baked English muffin.

"The BK Breakfast Muffin sandwich provides more value for the money to our guests," said John Schaufelberger, senior vice president of global product marketing and innovation for Burger King Corp. "We took a breakfast sandwich that has proven likeability among consumers and are delivering it at a great price."

The BK Breakfast Muffin sandwich takes aim at "the other" breakfast muffin sandwich in the market and will be illustrated by a tongue-in-cheek advertising campaign.

"This provocative campaign highlights the King's edgy antics and makes it clear that our newest breakfast sandwich is a great deal for our guests," noted Brian Gies, vice president of marketing impact for Burger King Corp. Dubbed "The Sneaky King," the 30- and 15-second commercials are airing nationally.

In addition to the BK Breakfast Muffin sandwich, participating Burger King restaurants nationwide will also offer the new, premium BK Breakfast Bowl, which features all of the ingredients of a typical breakfast platter, combining roasted southwestern potatoes, grilled onions and peppers, scrambled eggs, and sausage topped with a three-cheese blend and a smoky cheese sauce. In-restaurant merchandising will support the Breakfast Bowl experience, which is available for a suggested retail price of $2.79.

The launch of these new menu items is Burger King's latest move in its attempt to overhaul its breakfast menu and boost business. As CSNews Online previously reported, the No. 2 burger chain said in February it will add Starbucks Corp.'s Seattle's Best Coffee to all its U.S. restaurants. A phased rollout will begin this summer. Burger King's BK Joe coffee brand, which was launched five years ago, will be retired.

Once the rollout is completed, more than 7,000 Burger King restaurants will sell the Seattle's Best coffee along with iced varieties that also come with a choice of plain, vanilla or mocha flavors and whipped toppings. While prices will be set by franchise owners -- who operate 90 percent of the chain's locations -- the brew's suggested prices range from $1 to $2.79. The beverages will be sold all day.

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