by InvestorPlace Staff | July 22, 2010 2:01 pm
Burger King (NYSE: BKC) is now encouraging kids to have it their way, when it comes to healthy options for breakfast.
The fast-food giant has announced today it will begin offering a kid’s breakfast meal, complete with a kid-sized muffin sandwich, accompanied with apple fries and calcium-fortified apple juice. The sandwich will consist of egg and a slice of American cheese, served on an English muffin.
The miniature breakfast conforms to Burger King’s strict kid’s nutrition criteria in that it has less than 560 calories, less than 30% calories from fat, no added trans fats and less than 600 milligrams of sodium, among other healthy requirements. The meal is expected to retail at $3.38 and should be hitting the tables by July 26, nationwide.
“Offering a kid’s meal for breakfast that meets our strict nutrition criteria empowers our guests to make menu choices that work best for their dietary needs and lifestyles,” John Schaufelberger, Burger King’s senior vice-president said. “This new addition to our nutritionally-balanced Kids Meals now provides families even more choices at breakfast, lunch and dinner.”
The meal joins other healthy children’s options including a hamburger meal, chicken nuggets meal and macaroni and cheese meal.
In March, The King announced the addition of full-portioned breakfast options such as the BK Breakfast Bowl and the BK Breakfast Muffin. These breakfast meals were an attempt to take early-morning consumers away from rival McDonald’s (NYSE: MCD), which has been very successful in the fast-food breakfast market.
Founded in 1953, Burger King began serving breakfast a full five years after McDonald’s introduced its signature Egg McMuffin in 1973.
BK’s stock has been unsavory since the start of April, having seen a decline of -19.8% during that span. Additionally, Burger King’s last income statement reflected a -13% decline in quarterly earnings year-over-year.
Conversely, McDonald’s has seen a +6.2% earnings increase in the same time span. And with McDonald’s recent smoothie additions to their ever-growing McCafe line, Burger King is hoping its new kid’s breakfast can bring its stock prices back up.
Even if the new kid’s meal proves successful for BK, it is hard to imagine that the addition of one children’s meal will have a large impact on the fast-food chain’s stock. Especially at such a low price, it will take a lot of health-conscious kids and parents to boost this under-performing stock.
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