Burger King Revamps Menu

The burger chain is testing new items, including specialty coffee, oatmeal, salad and smoothies.

August 12, 2011

MIAMI - Burger King is branching out beyond its iconic Whopper in an effort to boost sagging sales, Nation??s Restaurant News reports. The fast-food chain has begun to test new items, such as fruit smoothies, low-fat parfaits, oatmeal, salads and specialty coffees.

Analysts say the move will help Burger King reach customers outside of its core demographic of men between the ages of 18 and 34. "It??s overdue," said Dennis Lombardi, executive vice president of foodservice strategies for WD Partners. "The strategy of going to the male demographic got a serious dent in it when the economy went south. That group has high unemployment. McDonald??s success has been very apparent by broadening its demos."

Lombardi said the only surprise in the burger chain??s move is that it took the company so long to do so. "I??m glad Burger King is [updating its menu] now, and I wonder why they didn??t do it two years ago," he said. "It??s not surprising. The whole industry is watchful of what works for others and then comes out with the parallel models."

"Chains are focusing on beverages and snacks like oatmeal," said Darren Tristano, executive vice president of Technomic. "They??re hitting the complimentary food items and hitting the snacks."

Burger King has kept its menu testing under wraps. "They??ve been very, very, very secretive," said Tony Versaci, president and CEO of Burger King franchisee Multi King Corp. "They haven??t told us anything."

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