Chief Marketing Officer Mike Kappitt said the company has dabbled in breakfast for years since Burger King introduced breakfast in 1979 but is now making it a major focus.

The rollout includes a marketing campaign featuring six new television ads highlighting the menu overhaul. The campaign will last about twice as long as most other Burger King campaigns.
“We’ve almost abdicated it to McDonald’s,” Kappitt said of Burger King’s breakfast, “and we feel that it’s time to take it back, or at least our fair share of it. That’s our ambition.”
The move comes just as Burger King receives an expected infusion of capital from a new owner. Last week the nation’s perennially No. 2 hamburger chain said it is selling itself to New York-based 3G Capital in a deal valued at $3.26 billion.
When unemployment rises, breakfast sales suffer because that’s an easy meal for people to skip, Kappitt said. People’s habits are entrenched when it comes to breakfast, so the campaign’s ads aim to shift those habits to Burger King locations.
The campaign will be on national television and satellite and national radio.
Breakfast accounts for about 12 percent of Burger King revenue, while McDonald’s gets one-fourth of its revenue from breakfast, Kappitt said.
The new offerings include platters of pancakes, eggs, sausage and other breakfast items ranging from $2.29 to $4.29 and a ciabatta sandwich with eggs, ham, bacon, tomatoes and cheese for $2.89.
Mini-blueberry biscuits — complete with icing dipping sauce — will take the place of the ham omelet sandwich on the $1 value menu. 
The popular Crossan’Wich will remain =)
To read the full story, click here.
I personally love BK Breakfast. They have a great selection already so these new additions can only benefit them. We just need more people eating breakfast. Only if they served breakfast 24/7, I think they would see a great jump in breakfast sales compared to the company’s total sales.