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 breakfast menu at the end of the month and are intended to appeal to 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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