International fast-food restaurant chainBurger 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 variants on its breakfast sandwiches that have different ingredients from standard sandwich recipes. 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.
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. In the U.S., the standard Croissan'wich consists of a sausage patty, bacon, or ham; eggs; and American cheese on a croissant.
The Hawaiian Croissan'wich spam, eggs, sausage, sold in Hawaii.
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 where ham is the primary meat. It also sold in Korea and Taiwan, but sausage is not offered.
The Supreme Breakfast Sandwich is a breakfast sandwich sold by the fast-food restaurant chain Burger King. It consists of sausage patties, bacon, eggs and American cheese on a sesame seedbun. The Meat'normous Omelet Sandwich was a variant on the Enormous Omelet Sandwich that added a portion of ham to the sandwich. It is one of their late teen to young adult male oriented products. The sandwich attracted criticism for its high fat and caloric content, and was discontinued in the United States for a short while. It is still sold in some of its international markets. The sandwich was re-introduced at US restaurants in 2016, albeit under a new name, entitled the Supreme Breakfast Sandwich. The sandwich was introduced on March 28, 2005 as the Enormous Omelet Sandwich, and attracted significant media attention for its ingredients and caloric content. It was the first new product launched under the auspices of then CEOGreg Brenneman, and helped boost Burger King breakfast sales by 20%. The Meat'normous Omelet Sandwich was introduced in May of the same year. Because of its large serving size and high fat and caloric content, the sandwich garnered negative press when first sold. The negative press was compounded when Burger King began selling the companion Meat'normous sandwich.
Lunch items such as hamburgers and fries were not traditionally served during breakfast time, however, some BK stores began selling food under their "Burgers for Breakfast" program which began in 2000.
BK Breakfast Shots
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 "Creepy King", 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." The television advertisements described the sandwich like this:
Two slices of melted, American cheese, two fluffy eggs stuffed with three crispy strips of bacon, and a sizzling sausage patty, piled high on a toasted bun. The Enormous Omelet Sandwich from BURGER KING. So big, breakfast will never be the same.
Meat on top of meat, on top of meat… Wake up to a mouthful of breakfast with the Meat’normous Omelet Sandwich. Two slices of melted American Cheese, two fluffy eggs, three crispy strips of bacon, two sizzling sausage patties and two slices of ham, piled high on a toasted bun. The Meat’normous Omelet Sandwich from Burger King. So big, breakfast will never be the same.
Naming and trademarks
The name Croissan'wich is a registered trademark of Burger King Holdings and is displayed with the "circle-R" symbol. The name Double Croissan'wich is a common law mark of Burger King Holdings and is displayed with the raised "TM" symbol in the U.S. and Canada. According to the American and Canadian trademark offices, Burger King currently does not have any trademarks on the name Enormous Omelet Sandwich or its variants in the US and Canada.
