Adding oatmeal is an attempt by Burger King to catch up to rivals and expand its appeal beyond burgers and fries.
(Damian Dovarganes/Associated Press)
Burger King adds oatmeal to menu
Adding oatmeal is an attempt by Burger King to catch up to rivals and expand its appeal beyond burgers and fries.
(Damian Dovarganes/Associated Press)
PORTLAND, Ore. - 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 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 competition from McDonald’s and other quick-service restaurants that have expanded their menus to include healthier options as well. McDonald’s Corp. has introduced a number of healthier foods, including oatmeal and smoothies. 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.
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 profit fell 13 percent and revenue dropped 4 percent.
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