This review applies to the corporation as a whole. On occasion I will go to my local BK for lunch. The burgers are OK, and I do like the Big Fish sandwich. Since BK has decided to copy McDonald's with their new menu I figured I would try breakfast there today. What a total mistake! In the past I have had breakfast there and found it to be almost inedible. Today was no different. Expecting some sort of change in the food, I was unfortunately offered up the same bland, flavorless fare that has always been there. Eggs from a carton, greasy sausage, cheese that sticks to the roof of your mouth. Overall, simply disgusting.
Here's the deal, just because a company claims to reinvent themselves, it doesn't mean they have done anything different. Just because BK has a slick new ad campaign and they added new menu items, the quality of the food is still the same. Sub-par, flavorless, microwaved, calorie laden food that isn't really worth the trip.
If BK want's to truly reinvent itself they need to stop trying to be like the leader and start producing quality food that makes people want to eat there. Look at Jack in the Box, Carl's Jr./Hardee's and Wendy's for example. They are constantly refreshing their menu with new and innovative items. They cook the food to order and it's good! They don't pretend to be McDonald's. They know how to get their own customers with good food and good service. BK is just a follower in the game. Which is why they are number 3 in the business. I think it's too little too late for them and the path they are taking to save themselves isn't going to make a bit of difference until they become innovative with their menus.
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