Fast food wars are, in large part, fought over breakfast.
Burger King is trying to get more customers in the door with a $5 per month coffee subscription service. By Rachel Siegel Rachel Siegel National business reporter Email Bio Follow March 19 at 12:39 PM Burger King’s newest discount is quite a whopper.Burger King rolled out its own coffee subscription service: a cup a day for $5 a month. The chain is betting on the service to get early risers in the door — and away from other big names in the fast-food breakfast game.
“Fast food restaurants find ways to get some items that don’t necessarily sell well, and find attention-getting discounts to get people in the door,” said Jonathan Maze, executive editor of Restaurant Business Magazine. “This is a classic example of that.” At the time, the golden arch’s chief executive, Stephen Easterbrook, added: ““It’s very competitive out there at breakfast."
Part of that competition, Maze said, comes from the fact that breakfast habits can be hard to break. People get used to a morning routine of, say, picking up coffee from McDonald’s on their way to work.
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