For those of you who haven’t seen the strange pied-piper-style ads, Burger King has a revitalized breakfast menu. In the fall, I had the chance to preview the new breakfast at a PR event in New York.
It was one of the few times I’ve reviewed fast food under the nose of the executive chef and the cheif marketing officer of a company. They had hired a trained wait staff, and I’m certain that the cooks in the back were on their best behavior. Though the waiters brought out regular, old BK food, it felt too controlled. I wanted to see what these things would be like in the field, so I set out to try it again.
At the PR event, my favorite new item was the Mini Blueberry Biscuit. In my last review, I raved about them: fluffy, light, hot, and packed with blueberry. In store, though, they disappointed me, arriving much sweeter and harder than I remembered. There was even some kind of sugary, brown substance that had oozed out of the blueberry. I found the Blueberry flavor I remembered, but not the fluffy buttermilk taste.
On the first pass, I didn’t like the Burger King Breakfast Ciabatta either: uninteresting aioli, so-so ham, bad tomatoes. In store, I liked it more. The peppery aioli, ham, and egg were all better than I remembered. I found the ham at the PR event slimy and green, but the ham in-store was edible and not too salty. The egg cake was fresh, and the cheese was well melted. Thought the tomato was still gross and the bun still too chewy, it appeared they had worked out a few kinks.
The biggest surprise came from the Pancakes. At the PR event, I found them chewy and overly sweet, saying, “you have to put effort into cutting them.” In store, I had a completely different experience. They smelled amazing, filling my nose with buttermilk; They tasted even better: light and fluffy like a pancake should be. I almost felt like I was back at Uncle Bill’s Pancake House in Cape May, NJ. Though the syrup was good, I felt like these pancakes deserved real Vermont maple. They’re much better than the McDisks you get at the Golden Arches. They are still fairly sweet, and you can almost eat them without syrup, but these were 500% better than what I had at the PR event. Did I mention they were fluffy?
Last up was the Breakfast Bowl. During the controlled event, I decided that the eggs were the stars of the show, because they tasted like real, buffet style scrambled eggs. Again, they were delicious, and almost runny. The sausauge came nice and thick, the potatoes tasted light and peppery, and I found large chunks of green pepper in the bowl, as opposed to pepper skins at the PR event. I was impressed the first time, and more impressed the second time.
Overall, I’d say the new BK Breakfast was 100% better. I walked away from the restaurant feeling very disappointed because my blueberry mini’s were bad. Later, as I looked back over my notes and comparing them with my old notes and article, I realized that I had a completely different experience in the field. The BK breakfast is really good, despite the weird advertising campaign with the suburban pied-piper. Kudos to BK for a brave new menu!