Burger King to ramp up UK menu options
Burger King is expanding its menu as part of a move to position itself as serving better-quality food than rival McDonald's.
The fast-food chain plans to launch more products over the next 18
months than it has for more than a decade. The first to be rolled out
will be a sausage roll and bacon roll, which will be added to its
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British diners.
The former will use a premium coiled Cumberland sausage, in contrast to
the equivalent on the McDonald's menu, which uses a flat sausage-meat
patty. The latter is filled with thick-cut, flame-grilled British bacon.
Both use buttered rolls to give a 'homemade' feel.
Burger King will support the changes with ads using a 'proper breakfast'
theme. The campaign, created by Crispin Porter + Bogusky, will cover
radio, online and print. DLKW handles in-store material for the
chain.
Before the end of the year Burger King will also introduce a strawberry
cheesecake and lattice-topped apple pie to its desserts menu.
All the UK's major fast-food operators increased sales year on year in
the three months to June, according to data from Crest (Consumer Reports
on Eating Share Trends). Burger King was up by 8.4%, McDonald's by 6.6%,
and KFC by 2.8%.
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