Included among Burger King’s new breakfast menu are mini blueberry biscuits.
NEW YORK — Burger King is introducing nine new breakfast items including blueberry biscuits and pancake platters and planning a major breakfast marketing blitz — all with an eye toward eating up some of McDonald’s morning business.
The chain said the move yesterday is its biggest introduction of new items at one time ever. It also includes iced coffee from Seattle’s Best.
Chief marketing officer Mike Kappitt said the company has dabbled in breakfast for years since Burger King introduced breakfast in 1979 but is now making it a major focus.
The rollout includes a marketing campaign featuring six television ads highlighting the menu overhaul. The campaign will last about twice as long as most other Burger King campaigns.
The move comes as Burger King receives an expected infusion of capital from new owner 3G Capital.
© Copyright 2010 Globe Newspaper Company.
