Burger King Holdings Inc., the second largest U. S. hamburger chain, is preparing to add new coffee line Starbucks Corp's Seattle's Best Coffee in the restaurants at US by September. This step was initiated because of successful launch of McCafe coffee by McDonald's Corp and the plan to reorganize its breakfast menu. Burger King intends to serve Seattle's Best in 7,250 U. S. outlets. The new coffee drinks, will cost for $1 to $2.79 with a choice of flavorings and topping.
McDonald's McCafe coffee program was a big hit with less priced espresso-based drinks and in turn helped sustain sales in spite of weak economy. Imitating the same program, Burger King Executives informed that promotion of the breakfast value deals will start in April. Burger King's BK Joe Brew introduced in 2005 is swapped by Seattle's Best coffee. 1% gain for Starbucks and 0.7% of rise in Burger King's shares was recorded in afternoon trading.
Defining this breakfast business as the chain's "top strategic priorities", John Schaufelberger, Senior Vice President of Burger King's said, "We'll be delivering a better cup of coffee. You should expect to see new and improved products from Burger King at breakfast".
Due to an upsurge in unemployment fewer worker stop on their way to have breakfast and hence there was a decline in most fast-food restaurants' early morning business. As stated by the research from The NPD Group in 2009, national average visits to fast-food spots decreased 3% and during the breakfast hours it dipped 2%.