Burger King Testing Brunch Menu

MIAMI -- Burger King is testing a new brunch menu in select markets, including Massachusetts, Florida and western Canada, that features several new food items and a non-alcoholic mimosa, according to a report by Burger Business.

The brunch menu is being offered daily until 10:30 a.m. -- the same time as breakfast is offered until in other Burger King locations -- but includes a few brunch-specific items. One is a non-alcoholic mimosa. Instead of orange juice and champagne, it's a family-friendly blend of orange juice, Sprite and ice, according to one unit serving it.

The other brunch-specific item is a new BK Ciabatta Breakfast Sandwich that combines scrambled egg, cheese, tomato, ham and bacon with a smoky tomato sauce on a ciabatta roll. According to test sites contacted by Burger Business, the menu price for the sandwich is $2.99; the Mimosa is $1.99. The final element of the brunch menu in test markets is that BK's signature Whopper burger is available during the morning.

These brunch items are being offered in addition to Burger King's national breakfast and $1 Breakfast Value menus, which were expanded this month to include the new BK Breakfast Muffin Sandwich and BK Breakfast Bowl.

The fast-food chain's use of the term "brunch" and its first menuing of ciabatta bread indicate Burger King's interest in exploring a slightly upscale positioning, at least in terminology and ingredients if not yet in price, as it seeks to expand its share of an increasingly crowded QSR breakfast marketplace, according to the report.

Meanwhile, Burger King this week adds the Whiplash Whopper to its menus nationally. The burger, topped with crispy onions and cheese, is named for the villain in "Iron Man 2," which opens in theatres May 7. As part of its deal with Marvel and Paramount, Burger King is offering action-figure premiums with its kids meals as well.

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