Burger King is planning a revamped breakfast offer as it looks to make up ground on rivals that have stolen a march on the early morning food-to-go market.
The fast food chain intends to examine its current breakfast menu and test a “remodelled” version at a captive location, such as a motorway service station, before the end of 2018.
The breakfast market has become one of the most lucrative for quick service restaurant operators, accounting for 11% of all annual visits, according to NPD research.
Rivals such as McDonald’s, Greggs and Costa have all developed compelling breakfast offers as they target a share of this £2 billion market.
Alasdair Murdoch, CEO of Burger King UK, acknowledged that his chain needs to do more to improve its chances of getting a slice of that sector and said it was firmly on his agenda.
He said: “We have a number of restaurants that theoretically open for breakfast but don’t open until 9 o’clock in the morning, which would seem a little bit late to me. We have a number of restaurants as well whose coffee machines don’t work, there are those sorts of issues, which are really quite gritty but those are the realities and we just have to work out the order to do them all in.
“We will work on breakfast and later in the year we’ll probably trial a remodelled breakfast offer with one of our captive partners, so maybe a motorway services operator, before pushing that out to our restaurants.”
Burger King operates just over 500 sites in the UK and around 170 of those are in train stations, airports and motorway service stations.
Mr Murdoch said the focus on breakfast would form a wider review of the menu in a bid to make it less complex for guests.
“I think we have a very complicated menu,” he conceded. “If you are not a regular Burger King user, you go in and it is slightly daunting and difficult to understand, so we’ll need to simplify and reduce.”