Burger King launched two new breakfast sandwiches Monday that are the latest weapons in an emerging race among fast-food companies to lure customers with bigger, fattier and more filling menu offerings.
Burger King’s "Enormous Omelet Sandwich" features a two-egg omelet topped with two slices of American cheese, three strips of bacon and a sausage patty on a hoagie-style bun. At 730 calories and 47 grams of fat, it is even heftier than the company’s famed "Whopper," which weighs in at 700 calories and 42 grams of fat.
The other new breakfast item, the "Western Omelet Croissan’wich," is a lighter pick with a mere 320 calories and 17 grams of fat.
Officials at Miami-based Burger King Corp. said that healthier choices are also available, but surveys showed customers wanted bigger sandwiches.
“By expanding our indulgent breakfast sandwich menu, Burger King restaurants now offer even more alternatives for our guests who want a convenient and filling breakfast,” said Russ Klein, Burger King’s chief global marketing officer.
The omelet sandwich will stay on the menu at about $2.99, but the Western sandwich is in stores only until May 8.
In November, Hardee’s won widespread publicity when it launched the "Monster Thickburger" — a fast-food sandwich with 10.5 ounces of beef, a record 1,420 calories and 107 grams of fat. Despite an outcry from health advocates, the company was unapologetic, saying the burger met a demand for “decadent” hamburgers from its core market of young men.
Since then Hardee’s has unveiled other items that appeal to the same audience including the "Frisco Thickburger" and the "Loaded Breakfast Burrito."
Burger King's new sandwich got attention Monday, but it is not the fattiest item on the company’s breakfast menu. According to the company’s Web site, a double Croissan’wich ordered with double sausage, would have 770 calories and 63 grams of fat.
The restaurant chain, known for letting its customers “have it your way,” also offers a double Whopper with cheese with 69 grams of fat and over 1,000 calories.