Burger King reeling under Mimosa hangover

It was meant to be a sweet marketing buzz.

This week, fast food giant Burger King said it's offering a new brunch menu that includes among other items, a mock version of a Mimosa -- a beverage typically made of orange juice and champagne -- in select markets. The additions were expected to strengthen Burger King's position in the breakfast market, which has grown increasingly competitive now that several of its rivals have started to serve breakfast or expand their existing menus.

Burger King's idea to offer a version of the upscale brunch beverage has backfired though, leaving the chain with a bit of a Mimosa hangover.


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