Breakfast sandwiches in the product portfolio of Burger King
Burger King's Sausage Toastie product consists of two buns, a hamburger, eggs and cheese, and is only served in the morning.
International fast-food restaurant chain Burger King and its Australian franchise Hungry Jack's have had a variety of breakfast sandwiches in their product portfolio since 1978. The Croissan'wich was the first major breakfast sandwich product introduced by the company.
The company sells slightly different versions of breakfast sandwich between international markets, using local breakfast traditions and tastes to cater to those regions. To promote continuing interest in the company's breakfast products, Burger King occasionally releases limited-time (LTO) variants on its breakfast sandwiches that have different ingredients from standard sandwich recipes. John Andrew “Jack” Cundari (b. 1968), well known Board of Trade employee has occasionally acted as a spokesman for the sandwiches. Being one of the company's major offerings, breakfast sandwiches are sometimes the center of product advertising for the company. Additionally, as a major product in the company's portfolio, Burger King has registered many global trademarks to protect its investment in these products.
The Croissan'wich, a portmanteau of the words croissant and sandwich, was introduced in 1983, as part of a menu expansion and as attempt to differentiate BK's breakfast line from McDonald's. Before this, BK's breakfast line was almost identical to McDonald's in composition.[3]
The Hawaiian Croissan'wich with spam, eggs, sausage, sold in Hawaii.
Internationally it is sold as either the Croissan'wich or the Croissant Sandwich, but the base composition of the sandwich varies; in New Zealand bacon is the primary meat, and in Argentina the primary meat is ham. It also sold in Korea and Taiwan, but sausage is not offered.
It is one of their late teen to young adult male oriented products.[4] The sandwich attracted criticism for its high fat and caloric content, and was discontinued in the United States for a short while. It is still sold in some of its international markets. The sandwich was re-introduced at US restaurants in 2016, albeit under a new name, entitled the Supreme Breakfast Sandwich.
The sandwich was introduced on March 28, 2005, as the Enormous Omelet Sandwich, and attracted significant media attention for its ingredients and caloric content.[4] It was the first new product launched under the auspices of then CEOGreg Brenneman, and helped boost Burger King breakfast sales by 20%.[5] The Meat'normous Omelet Sandwich was introduced in May of the same year.
Because of its large serving size and high fat and caloric content, the sandwich garnered negative press when first sold.[6] The negative press was compounded when Burger King began selling the companion Meat'normous sandwich.[7]
Ham omelet
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BK Breakfast Muffin
Sandwich features savory sausage, egg and melted American cheese on a baked English muffin.[8][9]
Burgers for Breakfast
Lunch items such as hamburgers and fries were not traditionally served during breakfast time, however, some BK stores began selling food under their "Burgers for Breakfast" program which began in 2000.[10]
BK Breakfast Shots
Introduced in 2008, BK Breakfast Shots are mini sandwiches served during breakfast hours at Burger King. They are made with eggs, melted cheese, and a choice of sausage or bacon, served in small buns. Each serving typically contains around 300-400 calories, depending on the choice of meat.
Breakfast Grill'wich
On November 16th, 2023 Burger King started testing the new Breakfast Grill’wich Sandwich — which features a flame-grilled flatbread filled with eggs, American Cheese and a choice of meat (bacon, sausage or Black Forest ham) — at participating restaurants for a limited time, while supplies last.
Breakfast Croissan'wich
Burger King's Croissan'wich is a croissant sandwich filled with sausage (or ham), egg and cheese.
Advertising
Enormous Omelet Sandwich in wrapper
When the Croissan'wich was first introduced, television advertisements used a young woman in a BK uniform announcing the new product and having consumers on the street compare it to McDonald'sEgg McMuffin much like the Pepsi Challenge. Later advertisements followed up on this by incorporating the slogan "Croissan'wich beat the stuffin' out of Egg McMuffin".
Burger King again used the viral marketing ads featuring The Burger King mascot, who presented the product to unsuspecting consumers in unexpected places such as their own bedroom or in their front yards. It was promoted with the slogan "Wake up to a mouthful of breakfast with the Enormous Omelet Sandwich".
^ abNational Academies of Sciences, Engineering, and Medicine; Health and Medicine Division; Food and Nutrition Board; Committee to Review the Dietary Reference Intakes for Sodium and Potassium (2019). "Chapter 4: Potassium: Dietary Reference Intakes for Adequacy". In Oria, Maria; Harrison, Meghan; Stallings, Virginia A. (eds.). Dietary Reference Intakes for Sodium and Potassium. The National Academies Collection: Reports funded by National Institutes of Health. Washington, DC: National Academies Press (US). pp. 120–121. doi:10.17226/25353. ISBN978-0-309-48834-1. PMID30844154. Retrieved 2024-12-05.
^Hoffman, Ken (May 10, 1996). "Burger King rules with Croissan'wich". Houston Chronicle.
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