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BK’s UK Breakfast; The Anti-McD’s Bias

Filed under breakfast, Marketing

Say goodbye to the Breakfast Hot Pot, that weird amalgam of scrambled eggs, bacon, hash browns and cheese all stuffed into a highball glass that Burger King introduced in the UK in June. The chain has revamped and Americanized its UK breakfast menu and expanded availability across the region.

The Croissan'wich comes to Burger King UK.

The Croissan’wich comes to Burger King UK.

The new UK centerpiece is the familiar Croissan’wich, with bacon or sausage, egg and American cheese. As reported on the Burger Lad site, the Croissan’wich is priced at 1.99 or $2.39 for a Double (with bacon and sausage). Add mini hash browns and a coffee or latté and the combo is 3.49; 3.89 for a double.

“We are firmly committed to delivering innovative, great-tasting food and the new breakfast menu has something for everyone at affordable prices,” said Burger King UK Director Matthew Bresnahan, as quoted in the Mirror.

For those who find croissants too French, the menu includes a Sausage King Muffin (sausage patty, egg and American cheese in an English muffin). There’s also a Bacon Butty (bacon in a burger bun), King Wrap (egg, bacon, tomato, cheese and hash browns with ketchup rolled up in a flour tortilla), a Breakfast Platter (scrambled eggs, hash browns, sausage, muffin or toast and three pancakes with syrup) and a warm Belgian waffle.


The media coverage of the latest McDonald’s franchisee survey from Nomura analyst Mark Kalinowski has been shockingly biased; even worse than the usually poorly reported coverage. Look at some of the tabloid-worthy headlines: “McDonald’s All Day breakfast has been a disaster” shrieked the New York Post; “Is McDonald’s doomed? US franchisees claim restaurant is ‘facing its final days’” screamed the Express; and “McDonald’s franchisees say all day breakfast is a nightmare” from the hideously biased Business Insider, which can never misrepresent the truth (why not write “Some McDonald’s franchisees”? too accurate?) enough when it comes to McDonald’s.


The Nomura survey of just 29 franchisees covering just 226 of the 14,000 U.S. restaurants does include some sharply critical comments. But, for the record, the survey also includes some positive comments, which none of the articles mentioned above included (Is there no longer any attempt to be fair or balanced?):

On all-day breakfast: “Simple, not complex”; “We have to do it! Pretty much cook-to- order now”; “working well, need advertising to start”

On company leadership: “I think our leadership is headed in the right direction. It will take time”; “the CEO seems to be doing OK so far”; “I think sales are starting to turn around.”

I print these here because you never read any of them in newspaper reports. Mark Kalinowski gives the comments he gets, positive or negative. I’ve reported on Mark Kalinowski’s franchisee surveys in the past and I think I’ve always tried to include both positive and negative comments from those surveys. It’s how real journalism operates. There’s an anti-McDonald’s agenda out there that’s difficult to fathom, but it’s real and it’s ugly.

McDonald’s Corp. reports Q3 sales and earnings on Thursday and we’ll see what the corporate take is on all-day breakfast results so far.


While we’re on the subject of McDonald’s, here are a few random menu-news notes from around the world:

♦ In Australia, where Create Your Taste was born, the customization platform has spawned a competition. Consumers are invited to create “the perfect chicken burger” using CYT ingredients and possibly win $10,000.

♦ Madagascar is roughly 9,800 miles from New Orleans. So how to explain that in McDonald’s Hong Kong the tie-in promotion with the latest “Madagascar” animated film includes a Pineapple Cajun Chicken Burger?

♦ McDonald’s latest “chef-created” burger comes from chef-restaurateur Dani Garcia in Spain. His Grand McExtreme Dani Garcia burger is two Extremadura beef patties with provolone cheese, onions, roasted peppers, Batavia lettuce with crunch nacho chips and a special sauce created by Chef Garcia.

♦ Angus beef is back at McDonald’s in Mexico. The new Angus Bistró burger has two Angus beef patties, caramelized onion, crispy bacon, lettuce and tomato and special sauce. A crispy chicken version also is available.

One Response to BK’s UK Breakfast; The Anti-McD’s Bias

  1. Nancy Kruse

    Thanks a million for setting the record straight on McDonald’s all-day-breakfast reporting. Like you, I’m astonished at the extraordinary anti-MicDonald’s bias, and I appreciate your giving us the whole story.