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NEWS > BUSINESS > BURGER KING INTRODUCES ALCOHOL IN EFFORT TO MAKE FOOD EDIBLE
BURGER KING INTRODUCES ALCOHOL IN EFFORT TO MAKE FOOD EDIBLE
January 24 2010
Miami, FL – In the fast food industry there is McDonald’s, and then there are the rest. Despite competition from companies like Wendy’s, KFC, Subway, and Burger King the golden arches remain the king of the industry, grossing more money than all 
of those competitors combined. Despite that dominance, the smaller players have carved out a solid living for themselves, creating international brands and a strong and dedicated customer base. Though they may never reach the heights that the arches have, it’s likely they will remain viable companies for many years to come.
Because those companies don’t have nearly as much to lose as the king they are better equipped to play with their menu, introducing new food choices and potentially radical new options in an effort to further engage their consumers. That is exactly what has made Burger King one the biggest of the low level competitors, and exactly what they are continuing to 
do in an effort to remain at the top. Now the company has introduced one more revolution to the fast food industry by offering alcohol at selected restaurants throughout the United States. Starting in February the chain will begin serving beer at a Miami based location with plans to expand to other major cities. The move is designed to help bring new customers into the restaurants, both adults and those who previously found the food at the restaurant inedible.
“Starting in February we will be introducing beer as a part of our value meals at our South Beach location. In the near future we plan to introduce the option to restaurants in New York, Los Angeles and Las Vegas. Now you can have America's favorite beers with America's favorite burger,” said Chuck Fallon, spokesperson for the company. “The Burger King customer is aging and we need to grow with the customers. We’ve been offering this option at some of our international locations for many years to great success and, I might add, increased appetites. We feel this new addition to our menu will add a diversity that our competition simply cannot offer.”
The company plans on offering product from both Anheuser-Busch and Miller/Coors.
“This isn’t the first time that a major American chain has offered beer on its menu but is the first time that a restaurant chain aimed at families has done something like this. It’s an exciting new gamut in the fast food games and it will be interesting to see whether or not the competition can or will compete with this,” said Scrape TV Business analyst Ken Green. “The best thing this does for Burger King is it will allow a whole new audience to finally be able to eat the restaurants. As many people know from experience, alcohol changes the taste of food which is exactly what Burger King needs. Anyone who has been in any of the restaurants recently will attest to the value that alcohol can bring not only to the palate but also the digestion.”
Burger King fries are considered the weakest part of the menu.
“Hopefully this will catch on, it will if companies are smart. I really think that companies like KFC will benefit from this option, particularly the fries which quite frankly are more or less inedible. Frankly they would need something a little stronger than beer though, like Vodka,” continued Green. “I frankly don’t think it will do anything for digestion issues but at least it will make things go down a little easier which will mean big dollars for Burger King and whomever follows in their stead.”
The company will reportedly consider offering alcohol outside meals should people still be unable to make it through their meals.
William Ashford, Business Correspondent
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