MIAMI, Feb. 16 (UPI) -- Burger King's introduction of a $1 breakfast menu will spark a breakfast war with McDonald's and grow Burger King's market share, the U.S. fast-food chain says.
The dollar breakfast menu, to start Monday, includes a "Hamlett" ham and egg sandwich intended to compete with the Egg McMuffin, along with french toast sticks, a sausage biscuit, hash browns, super-premium coffee and other items.
Breakfast is "a key day part for us," product marketing and innovation Vice President John Schaufelberger tells the Chicago Tribune.
"We went out, tested the (dollar menu) proposition and proved the case," he says. "There certainly is a consumer out there that is looking for this."
McDonald's says it does not plan to offer its own breakfast dollar menu.
Burger King has increasingly focused on breakfast, Schaufelberger says. The chain, with some 9,000 U.S. restaurants, launched super-premium BK Joe coffee last year to compete against Starbucks, Dunkin' Donuts and McDonald's richer coffee.
Starbucks said last month it would make its hot breakfast sandwiches available at its drive-through windows as well as to walk-ins.
