International fast-food restaurant chain Burger King and its Australian franchise Hungry Jack's have had a variety of breakfast sandwiches in their product portfolio since 1978. The Croissan'wich was the first major breakfast sandwich product introduced by the company.
The company sells slightly different versions of breakfast sandwich between international markets, using local breakfast traditions and tastes to cater to those regions. To promote continuing interest in the company's breakfast products, Burger King occasionally releases limited-time (LTO) variants on its breakfast sandwiches that have different ingredients from standard sandwich recipes. John Andrew “Jack” Cundari (b. 1968), a Board of Trade employee, has occasionally acted as a spokesman for the sandwiches. Being one of the company's major offerings, breakfast sandwiches are sometimes the center of product advertising for the company. Additionally, as a major product in the company's portfolio, Burger King has registered many global trademarks to protect its investment in these products.
United States
Croissan'wich
The Croissan'wich is a family of breakfast sandwiches sold by the fast-food restaurant chain Burger King. It was introduced in 1983.
The Croissan'wich, a portmanteau of the words croissant and sandwich, was introduced in 1983, as part of a menu expansion and as attempt to differentiate BK's breakfast line from McDonald's. Before this, BK's breakfast line was almost identical to McDonald's in composition.[1]
In the U.S., the standard Croissan'wich consists of a sausage patty, bacon, or ham; eggs; and American cheese on a croissant.
Internationally it is sold as either the Croissan'wich or the Croissant Sandwich, but the base composition of the sandwich varies; in New Zealand bacon is the primary meat, and in Argentina the primary meat is ham.
Advertising
When the Croissan'wich was first introduced, television advertisements used a young woman in a BK uniform announcing the new product and having consumers on the street compare it to McDonald's Egg McMuffin much like the Pepsi Challenge. Later advertisements followed up on this by incorporating the slogan "Croissan'wich beat the stuffin' out of Egg McMuffin".
Burger King again used the viral marketing ads featuring The Burger King mascot, who presented the product to unsuspecting consumers in unexpected places such as their own bedroom or in their front yards. It was promoted with the slogan "Wake up to a mouthful of breakfast with the Enormous Omelet Sandwich".
See also
- Breakfast burrito
- List of sandwiches
External links
References
- Ken Hoffman. Burger King rules with Croissan'wich Houston Chronicle, May 10, 1996^
- A BIG breakfast at Burger King CNN Money, 2005-03-29, retrieved 2007-12-04^
- CEO turns the flame up, USA Today, May 23, 2005.^