Burger King will begin offering oatmeal across the U.S. this week, with smoothies and new salads currently being tested in 100 stores, changes that some customers may not stomach well, said Joel Cohen, president of Cohen Restaurant Marketing Group. "It's a dramatic switch, so you're in danger of losing loyal customers who loved the original brand," Cohen told Bloomberg. By comparison, McDonald's shift toward upscale cafes was "gradual and not as intrusive as the Burger King change."
Burger King North America President Steve Wiborg insisted the company is "known as the best place for burgers; we're going to continue that ... but we also need to broaden our target." McDonald's began offering salads years ago. It also famously added oatmeal to its breakfast menu recently as well, and cut the fries portion by more than half and added apple slices to its iconic Happy Meals. Starbucks also offers hot oatmeal, with options to add brown sugar, dried fruit and a nut medley. Krispy Kreme recently added oatmeal, yogurt and fruit juice to its menu. Dunkin' has long offered bagels, sandwiches, wraps and muffins, hoping to bring diners in not just for their morning coffee-and-a-donut fix but for lunch as well.
Last week , Burger King announced a new advertising campaign (and ad agency) that would not include the King character, who viewed by many as creepy, and alienating to moms and kids. -- Written by Miriam Marcus Reimer in New York.
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