Burger King testing brunch menu in select markets

Burger King testing brunch menuWatch out McDonald's, Burger King is serious about this breakfast business.

First, it set the market abuzz with its $1 breakfast sandwich, now, it's testing a brunch menu in select markets.

The goodies on the menu include a non alcoholic Mimosa, a blend of OJ, Sprite and ice; the BK Ciabatta Breakfast Sandwich, a combination of scrambled egg, cheese, tomato, ham and bacon with a smoky tomato sauce on a ciabatta roll; and of course, the signature Whopper.

For the frugal ones, here's something to cheer about. The sandwich is tagged at $2.99 and the Mimosa at $1.99. The menu has appeared in select markets in Massachusetts, Florida and Canada. So, will there be a nationwide launch anytime soon?

" I can confirm for you that BK is currently testing a brunch menu in select markets, I'm unable to elaborate any further in regards to long term strategic or roll out plans," said company spokeswoman Lauren Kuzniar in an email.

Consumers find breakfast fare comforting and many, especially women, wish they could eat it at any time of the day, according to a study by food service industry consultant Technomic. So, this big rush by Burger King, Subway and others to grab a piece of the breakfast market shouldn't be surprising.

Nearly half of consumers surveyed by Technomic said they would like to see full-service restaurants offer breakfast throughout the day. Also, consumer interest in breakfast sandwiches has grown since 2007, with 77 % saying they purchase breakfast sandwiches sometimes or often during weekdays, compared to 73 % in 2007.
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