The Burger King breakfast sandwich is not unlike the McDonald’s McMuffin in that it features sausage, eggs, and American cheese on an English-style muffin. It has been added to the breakfast value menu and customers can pick one up for just a $1 in most locations. Company representatives said they wanted to bring more value to consumers by taking a historically popular sandwich idea and delivering it at a better price.

Burger King has also added the BK Breakfast Bowl to their menu. The menu item consists of southwestern-style roasted potatoes, grilled peppers and onions, scrambled eggs, three types of cheeses, and sausage, covered by a smoky cheese sauce. The Breakfast Bowl is priced at $2.79 and is not part of the breakfast value menu.

The company has also outlined some details on their tongue-in-cheek advertising campaign. A commercials, dubbed ‘The Sneaky King” will run in 15 and 30 second time frames and are premiering nationwide today. The ads feature the King working to deliver a breakfast sandwich for only a $1 that customers are sure to love.

Some of the restaurant’s franchises have been concerned about the $1 value menu items and profitability. It may be that the more expensive breakfast bowl will help to offset such concerns about the sandwiches. Sales at BK in the second quarter dropped 8.2% from where they were one year previous. The company announced on March 9th that adverse weather conditions were the chief factor for the US and Canadian locations decrease in sales.

Burger King operates more than 12,000 restaurants in all 50 states in the US. They also operate internationally in 73 US territories and countries worldwide. About 90% of Burger King restaurants are owned and operated as independent franchises. In 2008, Fortune Magazine ranked BK among America’s 1,000 largest corporations.

Breakfast Fit for A (Burger) King (NYSE: BKC) was created by and is property of American Consumer News.

This is coming at a time when McDonalds is ready to drop the double cheeseburger from its dollar menu all together. Many franchisees are upset because the double cheeseburger is not a profitable item for the stores at a $1.00 price point. Complaints have been made that consumers will come in, order two double cheeseburgers and a glass of water; the store will lose money from that customer!

The major fast food chains frequently offer special sandwiches and discounted prices on certain items as a way to draw customers back into their stores more often. How many times have you gone to Burger King, McDonalds, or another restaurant to try some new item they have? The technique is very successful to draw in business, and as the economy continues to remain on shaky ground, we will likely see the fast food chains come up with better deals and more innovative food items to attempt to draw customers in.

McDonalds and Burger King Entering into New Price War Competition was created by and is property of American Consumer News.