Burger King fires up breakfast war

Burger King breakfastFast Food chain Burger King is debuting a $1 breakfast sandwich as part of its newest additions to the breakfast menu.

The BK Breakfast Muffin includes sausage, melted cheese and egg on an English muffin. It will share a space on the menu with another newbie -- the $2.79 BK Breakfast Bowl featuring roasted southwestern potatoes, grilled onions and peppers, scrambled eggs and sausages topped with a three-cheese blend and a smoky cheese sauce.

"We took a breakfast sandwich that has proven likeability among consumers and are delivering at a great price," said John Schaufelberger, senior vice president , global product marketing and innovation.

The breakfast business had taken a hit because of the shrinking economy and rising unemployment and gas prices.

For years, the market has been dominated by rival McDonald's. Burger King's new menu changes along with the rolling out of Seattle's Best Coffee this summer would definitely give it more traction against its arch rival. Other players such as Subway, Taco Bell and Wendy's are also firing up breakfast offerings.

The BK muffin is a direct assault on McDonald's McMuffin. The company launched an ad campaign this week playing on its rivals. The ads "highlight the King's edgy antics and make it clear that our newest breakfast sandwich is a great deal," said Brian Gies, vice president , marketing impact.

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