Burger King eyes breakfast as a ‘long-term play’
By Matthew Lyle • November 14, 2014
With the Taco Bell breakfast launch and its corresponding ad campaign taking aim at McDonald’s, there has been plenty of morning activity in QSR so far this year. Burger King intends to be a major player in this space, and Macedo calls breakfast a “long-term play.”
“We’re very confident that we have a lot of room to grow in breakfast, and we’ve been very disciplined over the last year making sure that we have consistent investment behind our main platforms in breakfast,” he said.
The focus includes coffee and the brand’s signature Crossan’wich. Burger King will continue to “talk consistently” about these platforms to get consumers to buy into the brand as part of their morning routine.
“To date, breakfast is the daypart in which we’re having the best same-store sales comps over the previous year, which means that we’re growing breakfast faster than any other daypart,” Macedo said. “We don’t see much room at this time for a very significant innovation in breakfast. We just want to make sure that we build a habit with our guests, get them to come to our restaurants in the morning.”