"Breakfast is served."
This phrase, typically seen at local diners, has recently appeared in Burger King's stores and advertisements. Fast-food franchises, which once focused on lunch and dinner customers, are now catering to the breakfast needs of commuters and students. With Burger King expanding its locations and introducing new menu items, the competition for breakfast in the quick-service restaurant (QSR) sector is heating up, challenging McDonald's long-standing dominance with its McMuffin breakfast offerings.
According to industry sources, Burger King has recently launched its signature breakfast item, the Croissan'wich, in South Korea for the first time. A blend of croissant and sandwich, the Croissan'wich has been a popular breakfast choice in international markets since its debut in 1983.
The new product features a round croissant bun infused with butter flavor and an omelet that has increased in weight from 50 grams to 80 grams. The menu includes three varieties: the Omelet Croissan'wich, the Ham & Cheese Croissan'wich, and the BLT Omelet Croissan'wich. Additionally, the morning lineup has been enhanced with the Beef King Wrap, featuring a grilled beef patty, the Crispy Wrap with a chicken patty, and sides like hash browns and coffee.
This is not Burger King's first foray into breakfast. The chain initially introduced breakfast items in 2014 and reintroduced the Omelet-based "King Morning" menu in select locations in 2022. However, the number of stores offering breakfast remained limited to about 10% of its total locations, with only 58 stores participating. Now, the company is ramping up its breakfast strategy by increasing the number of participating locations to 120 and overhauling its menu.
In this campaign, Burger King prominently features the slogan "Breakfast is served." The design draws inspiration from local diner signs and menus, aiming to make the global brand's breakfast offerings more relatable to South Korean consumers. The message, "Burger King for breakfast," is presented in a distinctly Korean manner.
McDonald's was the first to demonstrate the potential of the breakfast market in South Korea, introducing the McMuffin in 2006. The chain has since expanded its breakfast menu with items like the Egg McMuffin, Bacon Egg McMuffin, Sausage McMuffin, and hash browns, establishing a strong presence in the morning market. Most McDonald's locations open early and serve only breakfast items from 4 a.m. to 10:30 a.m., creating a perception that "breakfast is McDonald's time."
While Burger King is targeting the same market, its approach differs significantly. The key distinction is the variety of options available. During McDonald's breakfast hours, customers cannot order regular burgers. In contrast, Burger King offers its morning menu until 11 a.m. while also allowing customers to order regular items like the Whopper. This flexibility caters to consumers who may want a traditional burger in the morning.
However, challenges remain. Despite doubling the number of locations offering breakfast, only 21.4% of Burger King's 559 stores currently provide morning options. Although the breakfast menu is available until 11 a.m., the actual operating hours are shorter. Most locations open between 8 a.m. and 10 a.m., limiting the time customers can purchase breakfast items to just 1 to 3 hours.
The reason for the burger industry's increasing interest in the breakfast market is its potential for growth. While lunch and dinner are already highly competitive, breakfast still presents opportunities for expansion. By utilizing existing stores and staff, companies can generate additional revenue, and sales of side items like coffee and hash browns can also increase. Many customers purchase both a meal and a beverage, which can boost the average transaction value.
An industry insider noted, "In the past, burgers were primarily seen as lunch or dinner options, but as more consumers seek convenient and hearty breakfast meals, QSR companies are actively investing in the breakfast market. In the future, competition for breakfast customers will intensify, not just in terms of menu offerings but also in operating hours, store expansion, and marketing strategies."
* This article has been translated by AI.
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