Burger King expands breakfast menu to 190 stores nationwide
In short
Burger King said Oct. 6 it will add 70 stores serving its morning menu, bringing the total to 190 nationwide, with expansion beyond the Seoul metropolitan area into Yeongnam, Chungcheong, Honam and Gangwon. The move follows a July revamp that introduced the Croissant-wich and raised the store count from 58 to 120; the company said monthly morning-menu sales rose about 8.2 times afterward. The menu is sold until 11 a.m., and some 24-hour stores offer it from 4:30 a.m.
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Burger King said on Oct. 6 that it is adding 70 stores serving its morning menu, bringing the nationwide total to 190, according to Yonhap and Asia Economy. The expansion moves beyond Seoul and the Seoul metropolitan area into the Yeongnam, Chungcheong, Honam and Gangwon regions, the two outlets reported. [ 1 , 2 ]
The announcement follows a July overhaul of the morning menu, when Burger King introduced the Croissant-wich — a croissant bun filled with omelet, ham and cheese — and increased the number of stores offering breakfast from 58 to 120, the reports said. The company said monthly morning-menu sales rose about 8.2 times in the month after the revamp compared with the previous month, according to both outlets. [ 1 , 2 ]
The outlets described the accompanying promotional campaign differently. Asia Economy reported that a Burger King social media teaser campaign, “Burger King, breakfast is served,” accumulated more than 1.41 million views. Yonhap said the campaign borrowed the signboard and menu board of a neighborhood set meal restaurant and became popular. [ 1 , 2 ]
The morning menu includes three Croissant-wich varieties — Omelet Croissant-wich, Jambon Ham & Cheese Croissant-wich and BLT Omelet Croissant-wich — as well as Beef King Wrap with a flame-grilled beef patty, Crisper Wrap, hash browns and coffee, according to the outlets. It is sold from store opening until 11 a.m., and some 24-hour stores offer it from 4:30 a.m. [ 1 , 2 ]
A Burger King official said positive customer response since the July revamp led to the additional store expansion, according to both reports. Asia Economy quoted the official adding that the company will continue to provide diverse breakfast options so more customers can enjoy the morning menu in daily life. [ 1 , 2 ]
Why it matters
The expansion takes Burger King’s morning menu beyond the Seoul metropolitan area, where it had been concentrated, and extends it to more regions of South Korea. The company is citing positive customer response and a sales increase after its July revamp as the basis for the rollout.
Key facts
- Burger King said it is adding 70 morning-menu stores, bringing its nationwide total to 190. [ 1 , 2 ]
- The expansion extends beyond Seoul and the Seoul metropolitan area to the Yeongnam, Chungcheong, Honam and Gangwon regions. [ 1 , 2 ]
- In July, Burger King revamped its morning menu, introduced the Croissant-wich and expanded from 58 to 120 stores. [ 1 , 2 ]
- The company said monthly morning-menu sales increased about 8.2 times after the July revamp. [ 1 , 2 ]
- The morning menu includes three Croissant-wich types, Beef King Wrap, Crisper Wrap, hash browns and coffee. [ 1 , 2 ]
- The morning menu is sold from store opening to 11 a.m., and from 4:30 a.m. at some 24-hour stores. [ 1 , 2 ]
- Asia Economy reported that a Burger King social media teaser campaign received over 1.41 million cumulative views. [ 1 ]
- Yonhap reported the campaign borrowed a neighborhood set meal restaurant’s signboard and menu board. [ 2 ]
Confirmed by several sources
- Burger King said it is adding 70 stores that serve its morning menu, raising the nationwide total to 190. [ 1 , 2 ]
- The expansion extends beyond Seoul and the Seoul metropolitan area to the Yeongnam, Chungcheong, Honam and Gangwon regions. [ 1 , 2 ]
- In July, Burger King introduced the Croissant-wich and expanded morning-menu stores from 58 to 120. [ 1 , 2 ]
- The company said morning-menu monthly sales rose about 8.2 times in the month after the July revamp compared with the previous month. [ 1 , 2 ]
- The morning menu is sold from store opening until 11 a.m., and some 24-hour stores offer it from 4:30 a.m. [ 1 , 2 ]
Still unclear
- The outlets describe the promotional campaign differently. Asia Economy refers to a social media teaser campaign called “Burger King, breakfast is served,” while Yonhap says the campaign borrowed the signboard and menu board of a neighborhood set meal restaurant. Different names and descriptions; unclear whether they refer to the same campaign or to different parts of it.
- The 8.2-times sales increase is attributed to Burger King. Company-provided figure reported by both outlets; no independent data was cited.
- The expansion regions are named, but specific store locations are not listed. The documents do not identify individual stores or opening dates.
- The 1.41 million views for the social media teaser content appears in only one report. Single-source detail from Asia Economy.