Burger King adding oatmeal to its breakfast menu as the struggling chain attempts to expand beyond its burgers-and-fries base, offer customers healthier options
August 24, 2011
– Burger King is adding oatmeal to its breakfast menu as the struggling fast-food chain tries to reinvent itself.
The world's second-largest burger chain says the move balances out its menu to offer customers a healthier breakfast option. But it is also an attempt by the company to catch-up with competitors and expand its appeal beyond its traditional burger-and-fries base to boost its sagging sales.
Burger King began offering Quaker Oatmeal, available in original and fruit-topped maple for $1.99, in all of its stores Monday.
It faces intense competition from McDonald's and other quick-service restaurants that have expanded their menus to include better-for-you options as well. McDonald Corp. has introduced a number of healthier foods, including adding oatmeal and smoothies last year. Starbucks Corp. says its oatmeal has been a hit with customers. And Chik-fil-A and Denny's have also added recently oatmeal to their menus as well.
Burger King Corp., based in Miami, is reevaluating all of its business since it was acquired by investment firm 3G Capital last year.
The chain has been struggling for some time and reported in its most recent quarter that its profit fell 13 percent and its revenue fell 4 percent, with sales falling more sharply in North America anywhere else.
"We are definitely looking to broaden our target and our audience," said Leo Leon, vice president of global innovation for Burger King. "This is just one big step that are looking at in a variety of steps overall."
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