Burger King menu swipes from McDonald's

The chain tries to lighten up with healthier menu options -- and it looks to its larger rival for ideas.

By Kim Peterson Apr 2, 2012 4:52PM
Burger King, desperate to recover after losing the No. 2 industry spot to Wendy's (WEN), has a new menu.

Actually, call it a McMenu. That's because most of the 10 new items on the menu can already be found at McDonald's (MCD).

The Caesar salad with grilled chicken and dressing? Check. The crispy chicken snack wrap? Check. Honey mustard snack wrap? Check. Strawberry banana smoothie, mocha frappe and caramel frappe? You got it.

Post continues below.
In fact, the only new menu item that doesn't seem to have a McDonald's counterpart is the apple and cranberry salad with grilled chicken.

It's no surprise that Burger King would delve so deeply into its rival's menu. McDonald's has been crushing the King -- and Wendy's, for that matter -- for years. Even when the country fell into a brutal recession, McDonald's knew exactly the right strategy, while Burger King floundered.

So now, Burger King is trying to overhaul its image, its strategy and its menu. Its food will be healthier and lighter. And as a result, according to the Associated Press, the company is moving away from its longtime focus on one customer: the young man.

Next up is a remodeling of its aging restaurants. That's a little bit of a problem, since 90% of the U.S. locations are owned by franchisees -- and they're the ones who will pay for the makeover. Burger King is offering any willing franchisees a 50% discount on their annual $50,000 franchise fee, the AP reports.

Burger King wants the new restaurants to have a more modern look with leather armchairs and warmer lighting. Even the employees have a new uniform made of a more elegant gray color.

After that comes the selling of the new Burger King. The company has ordered up its biggest marketing campaign in history, and will feature the likes of David Beckham and Jay Leno. It's hard to imagine that David Beckham has ever eaten a Whopper in his life, but he will be telling us to soon.

The problem with Burger King looking more like McDonald's is, well, why not just go to McDonald's? Burger King needs to either make its food taste better or make it much cheaper. But something tells me McDonald's isn't too worried.

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Tags: MCDWEN
103Comments
Apr 3, 2012 9:20AM
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As long as they keep the whopper i don't care what else they do. 

Apr 3, 2012 10:29AM
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Lucyleo  You have no idea what you are talking about. If you have never been to either of these places, how can you say that they are responsible for America's problem with overweight people. Actually one can eat there and retain their normal weight.  I eat there all the time. McDonalds offers a breakfast burrito or an egg McMuffin for 300 Calories, they have a snack wrap for 330 calories or one for 270 cal. with the grilled chicken. Burger King offers a bacon egg and cheese Croissant for 340 Cal. a Whopper Jr for 370 cal. If you discard one half of the roll, it's only 305 cal. I am sick of reading this balony all the time. If is one is gaining weight, it's there own damn fault, we're all responsible for what we eat. To blame some one else is ridiculous. Both of these organizations publish, free of charge a list of every calorie, every gram of fat and every gram of carbs in all of their menu items. They assume that most of their customers can read.  Can you ?
Apr 2, 2012 6:52PM
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They need to learn to provide good service.

 

Apr 3, 2012 10:08AM
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the best fast food burger and fries hands down.... FIVE GUYS

Apr 2, 2012 11:28PM
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To be Honest... the best is what I cook right at home.
Apr 3, 2012 2:24PM
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bring back the huge whoppers...and the huge whaler fish sandwich....then you'd make some money!!!!

 

Apr 2, 2012 5:48PM
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ATTENTION EXECUTIVES AT BURGER KING!!! Adjust you menus to fit the people and sub-cultures your outlets are located in.

 

MacDonalds for example, has biscuits and gravy in Idaho, mexican cusine in the southwest, saimin in Hawaii, etc., etc., etc.

 

Burger King has the same boring menu across the states.

 

Otherwise, bring back the best burger you guys ever made - the Double-deluxe bacon cheesburger - why did you discontinue it? Morons.

Apr 2, 2012 8:16PM
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The whopper was my favorite burger, but something changed over the years. Very seldom do you get a good Whopper anymore. I think customer service goes a long way in the fast food industry, and all three need to improve on that..... What is different about the Whopper? Back in the day I would have passed 2 McDonalds and a Wendys for a Whopper, not anymore.
Apr 2, 2012 6:03PM
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BK your prices are too high . If you cut your prices in half  you would be number one .

Apr 3, 2012 12:49PM
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Why pay $3.00 + for a burger when you can buy a pound of ground beef that will make 4 and doesn't come with spit or hair?
Apr 2, 2012 5:27PM
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I've got a tip for Burger King that that is easy and cheap. Learn to make a decent cup of coffee. Your breakfast food has improved over the last few years, but your coffee still stinks. I never go there for breakfast for that reason, coffee is critical in the morning.
Apr 3, 2012 1:55AM
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Every time I eat from one of these food cesspools I get sick to my stomach.  I don't care what they do to change, it will never be the same as good wholesome fresh food.
Apr 3, 2012 7:39AM
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BK just needs to overhaul their entire menu and start over. Their onion rings are so outdated - most fast food chains that serve them are now using the beer-battered ones while BK still goes with the smaller, freezer-type. BK's Whopper is still my favorite burger of the "big 3", and I also like their "Stackers" and chicken sandwich, but all this "BBQ Western Style" and "Mushroom" crap is just overkill.

 

Years ago, BK had an awesome bacon cheeseburger. They need to bring it back, and put it on the value menu, reduce the price of the Whopper, and come up with better chicken fingers/nuggets, because theirs suck.

 

Also, I love Hardee's "$5 bag" where you get 2 double CBs, fries, a drink, and apple pie for $5. Burger King needs to copy this and come up with their own special.

Apr 3, 2012 11:28AM
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used to be able to find a Burger King blocks away from the odor of the flame broiled burgers but not anymore.  I would bet a dollar if they were to ask anyone except the 20 year olds that run 5 miles a day that the average person would rather have the old Whopper than anything they serve now.  Also do you remember when you could get it "your way"!!!  Ask for a whopper special now and the kid "young person" looks at you like you are crazy.
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I doubt that this will help much but good luck trying. Have to agree with those that say that they need to go back to the original way of doing things (especially if they want to charge a higher price). The taste and quality are no where near what it was. Fix the Whopper, Bacon Double Cheeseburger (NO rubber baconAngry ) ,  try real fries and onion rings. I don't mind paying a bit more as long as it tastes like real food. Currently I can go to a number of local diners, bars and taverns and get a 1/2 pound grilled burger and fries for 6.00 or 7.00 bucks (sometimes 5.00 on special) .

 

As the food currently stands the bottom line is that "You Can't Polish A Turd" no matter how you try it will never be a diamond.

 

 

Apr 3, 2012 2:23PM
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take a lesson from White Castle....keep it simple.......tasty little burgers and nice crisp fries.

 

we don't go to these places because we want diet food.

 

we want food that tastes great.

Apr 3, 2012 4:35PM
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Burger Kings food is better tasting than McDonalds, with flame broiling it's a given.  The problem is their prices are way too high.  Maybe they are going for those with a higher income. 

Apr 3, 2012 4:19PM
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Burger King needs to look at the was they treat the customer.
Apr 3, 2012 9:35AM
Apr 2, 2012 7:44PM
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I have to say that when I used to eat at fast food places, Burger King had the worst service ever. Also it never seemed like the managers actually managed the employees at all.
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