MIAMI, Fla. — In an effort to appeal to a broader audience, Burger King is making changes to its image and has added oatmeal to its breakfast menu this week, the Associated Press reports.“We are definitely looking to broaden our target and our audience,” said Leo Leon, vice-president of global innovation for Burger King Corp as quoted in the AP.
Burger King’s oatmeal, created by Quaker Oats Co., has 110 to 270 calories and 1 to 4 grams of fat according to news service. This announcement comes on the heels of other changes at the chain, including retiring of the king mascot and introduction of a menu focused on food.
Meanwhile, experts suggest that adding oatmeal to the menu is not enough to increase profits and convince customers to come back, and that the renovation of its stores is needed.
Breakfast is becoming the most important meal of the day for restaurants — accounting for nearly 60 percent of traffic growth between 2005 and 2010, according to Technomic research. Starbucks and McDonalds have benefitted from adding this low cost item on their menus.