The ready-to-eat and ready-to-heat grocerant food niche continues to expand. The unemployment rate continues to rise and breakfast item sales off around the country. Burger King is now introducing nine new breakfast items, including blueberry biscuits and pancake platters. Sometimes you just can’t wait. I think that now is the time to boost visibility of Burger Kings breakfast.
“The rollout includes a marketing campaign featuring six new television ads highlighting the menu overhaul. The campaign will last about twice as long as most other Burger King campaigns.” That is also good refocusing on a growing daypart niche will ratchet up Burger King in the minds eye of the consumer.
Differentiation means familiar with a twist not different. Burger King has successfully positioned each new item to succeed. The ready-to-eat and ready-to-heat grocerant food niche continues to expand and Burger King is positioning to keep smaller players at bay and fire a shot across the bow of its number one competitor
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