Burger King to Offer Whopper of a Breakfast Sandwich
By Bruce Horovitz, USA TODAY
Burger King is about to thumb its nose at the food police - right at
the breakfast table. On Monday, the No. 2 fast-food chain launches its
Enormous Omelet Sandwich. How enormous? For those counting: one sausage
patty, two eggs, two American cheese slices and three strips of bacon.
On a bun.
For those still counting, that's four layers of breakfast with 730
calories oozing 47 grams of fat. For about $2.99, depending on the
market.
The move flies in the face of many of the industry's better-for-you new
products in the past two years - from salads to fruit bowls to bunless
burgers.
But few expect it to leave Burger King with egg on its face. The move
plays right into an industry counter-trend that strongly appeals to the
gut belief of fast-food's favorite, young male customers: Bigger is
better.
"The critics will still label it food [censored]," says Sherri Daye Scott,
editor at QSR, a fast-food industry trade magazine. "But the average
male fast-food customer does not have a problem with this."
In fact, they love it. That's why the Monster Thickburger has been such
a hit for Carl's Jr. and Hardee's. It's why Pizza Hut introduced its
Full House XL Pizza. And it's why more are certain to follow. This
could also make Burger King more of a player in the breakfast market,
where it seriously lags behind McDonald's.
Morgan Spurlock, who ridiculed McDonald's in Super Size Me, says Burger
King's new item, "should come with a $5-off coupon for your first
angioplasty."
Nutritional experts are aghast. "Eating like this is a step on the way
to a heart attack," says Fred Pescatore, author of The Hamptons Diet.
"It's irresponsible."
Burger King says it's not irresponsible - it's a choice.
"There are plenty of options on our menu for anyone who wants to make
sensible choices," says Denny Marie Post, chief concept officer.
Burger King introduced several salads in the past year and offers kids
meals that substitute applesauce for fries and milk for soft drinks.
It's also introducing a Western Omelet Croissan'wich with about half
the calories and one-third the fat of the Enormous Omelet.
"We're about having it your way," says Post. "The guy who is a
Whopper-head will find this appealing. "That's a male 16 to 24 years
old, says Bob Sandelman, a restaurant researcher. A core of young men
eat fast food 20 times a month, he says. With the Enormous Omelet
Sandwich, "Burger King is going 180 degrees away from politically
correct food," he says. Many young males "like that attitude and
couldn't care less about nutrition." They just want to fill up - cheap.
Ask Andy Puzder. He's CEO of Hardee's and Carl's Jr., home of the
1,420-calorie Monster Thickburger. One year after the giant burger
rolled out, same-store sales at the chain were up more than 7%, he
says.
Why would anyone buy such a behemoth burger? That's easy, Puzder says:
"Because they're good."
03/28/2005 07:09© Copyright 2005 USA TODAY
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