Mimosas and Whoppers

Burger King is testing some new brunch items that include a virgin mimosa and ciabatta sandwiches.

April 26, 2010

NEW YORK - In select markets, consumers can sip a nonalcoholic mimosa along with their Whoppers and onion rings, the New York Daily News reports. In an attempt to elevate its breakfast menu, Burger King has a pilot brunch menu program in some stores that offers a ciabatta breakfast sandwich and orange juice-and-Sprite drinks. The burger chain also sells its Whopper sandwiches earlier.

The ciabatta sandwich features bacon, cheese, eggs, ham and tomato with a smoky tomato sauce. But it??s the virgin mimosa that??s garnering criticism.

"It??s inappropriate for a family restaurant to be serving drinks that mimic the act of consuming alcoholic beverages," said Susan Linn, director of Campaign for a Commercial-Free Childhood, in a Brandweek article. "It serves as a message to kids that if you want to feel grown up, you should drink alcohol."

Linn said her group would not have objected had the chain simply served an alcoholic version because that drink would clearly be aimed at grown-ups.

In January, Burger King revealed it would start selling beer in new Whopper Bars at touristy places, such as Las Vegas, Los Angeles and New York City. Also, by September, the chain will be serving Seattle??s Best Coffee.

Currently, the Burger King brunch items are being offered in Canada, Florida and Massachusetts.

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