In an attempt to compete with the casual-dining crowd, Burger King announced late last week your way will now include more drink options, namely beer.
The first "Whopper Bar" in the U.S. to sell beer will open in Miami's South Beach in mid-February. (Burger Kings in Germany and Whopper Bars in Singapore and Venezuela already sell beer.)
More could be on tap for other tourist-heavy spots including Time Square, Las Vegas, and Los Angeles.
Don’t expect a brewery of exotic brands, for you’ll find only Anheuser-Bush and MillerCoors products priced at $4.25. Beer as part of a combo meal will cost $7.99.
The announcement coincides with news McDonald's posted better-than-expected fourth-quarter profits.
Furthermore, the National Restaurant Association noted nearly 65% of restaurant operators reported a same-store sales decline in November. December results were unavailable.
Linda Lipsky, a restaurant consultant, believes the move makes sense for Burger King.
"The Burger King customer is aging," Lipsky told USA Today, "so they're just trying to grow up with the customer."
Weren't they just backseat drivers with paper crowns on their heads?
Bradford Hudson, marketing professor at Boston University, is apparently on the same side of the menu page with Ms. Lipsky, agrees "Burger King is chasing the 30-and-under crowd" and calls them "the industry’s future growth.”
Doesn’t it make you wonder if Burger King is just chasing one of "life’s guilty pleasures that thrives during tough economic times?"