Burger King adds Burgers and Fries to breakfast menu

Burger King is rolling out a new “Burgers at Breakfast” menu that makes selected lunch and dinner favorites - including french fries - available in the morning alongside the chain’s regular breakfast items. Previously, the rule was that burgers weren’t available until 10:00 or 10:30 a.m. Some franchisees already had been circumventing that timetable and were selling breakfast burgers. Now corporate has given a formal green light to the practice, within boundaries.

So rather than figure out how to sell breakfast all day—as McDonald’s has been trying to do—Burger King has decided instead to sell burgers all day.

The company told BurgerBusiness.com that 5,000 restaurants have opted in to run the Burgers at Breakfast program, although it is not in that many locations yet. One operator told BurgerBusiness.com her stores would be activating the program by the end of this month, once merchandising materials such as drive-thru signage arrived. She said radio advertising would support the program.

Burger King has issued a Required Menu for the Burgers at Breakfast program that mandates an extensive selection: Whoppers and Double Whoppers, the new Big King, Whopper Jr. burgers, cheeseburgers, double cheeseburgers, Bacon Double Cheeseburger, Original Chicken Sandwich and french fries.