More Change in Fast Food: Beer at Burger King

by Katherine Gustafson · 2010-01-23 06:00:00 UTC
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I wrote earlier this week about how fast food companies are now trying to lure diners to stay a little longer and indulge in more high-margin offerings like coffee drinks and desserts. Well, Burger King is one-upping the rest of the competition by zeroing in on the most high-margin product of all: alcohol.

Burger King announced last week that it will be instituting the "Whopper Bar" in choice locations in tourist-heavy cities, starting in Miami, according to USA Today. The Bar will offer beer along with a variety of burgers in an attempt to compete with casual dining establishments that catch so many of the tourist dollars in places like South Beach.

Fast food joints are desperate to innovate as the restaurant industry founders; restaurants have had at least a year and half of bad sales mojo. Bradford Hudson, marketing professor at Boston University, told USA Today that for Burger King, the key to future success is to tap into the under-30 crowd.

Apparently, they see alcohol as a good way to do that.

Photo: stock.xchng

Katherine Gustafson is a freelance writer and editor with a background in international nonprofit organizations.
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