Burger King looks like it’s taking dead aim at the Egg McMuffin crowd.
Someone with solid inside information says Burger King Corp., the Miami-based owner and franchisor of 11,800 quick-service units, is planning a major rollout of “brunch” in early 2010.
It’s going to be “big,” the insider said, and called it a “huge idea.” Insiders have been told this new menu, using the new flexible broiler ovens that are replacing older conveyor ovens systemwide, would likely be offered from 11 p.m. to 11 a.m., taking advantage of the growing number of Burger King units open 24 hours. The source also indicated the “brunch” menu could be available round-the-clock in some units.
The source lauded the efforts of John Shaufelberger, senior vice president of global product marketing and innovation for Burger King.
Ellen Koteff, ekoteff@nrn.com
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