Burger King Says "Have It Your Way:" Beer With That Whopper and Fries?

Last Updated Jan 25, 2010 4:40 PM EST

In early January Burger King (BKC) introduced a list of menu items and ingredients free of wheat, barley, oats, and rye - ideal for gluten-sensitive guests. Showing it's indeed serious to the branded 'Have It Your Way' promise, the casual/fast food restaurant chain is customizing its menu to accommodate the lifestyle choices of other customers, too. Come mid-February, Burger King will open its second restaurant catering to adult guests craving a nice cold beer along with their burgers and fries.

Exclusively at the Whopper Bar South Beach, customers can pair their premium Whopper sandwiches with an array of Anheuser-Busch and MillerCoors beer products, including Budweiser, Bud Light, Bud Light Lime and Miller Lite. "We are pleased to offer our guests the option of pairing America's Favorite Burger with a great American beer in this ideal destination," said Chuck Fallon, North America President, Burger King Corp.

In keeping with South Beach's notoriously late-night crowd, the restaurant will operate 24 hours a day, seven days a week. In addition, a walk-up window will be open to provide for on-the-go orders as well as food delivery service for local guests craving something off the "Bar Favorites" menu, such as a Bourbon Whopper sandwich or a Pepper Bacon Steakhouse XT burger, Fallon added.

The world's first Whopper Bar opened its doors in March 2009 at University CityWalk at Universal Orlando Resort. BKC is targeting other carefully selected, high-traffic destinations for future Whopper Bar locations both at home and abroad, such as in vibrant cities like New York City, Las Vegas, Los Angeles and Malaga, Spain. Consumers can also expect to see these concept Whopper Bars in high profile venues like sports arenas, airports and other tourist destinations, according to management.

Notwithstanding the slow economic recovery, BKC's Whopper Bar is likely looking to expand its customer-base to include budget-constrained customers tired of higher-priced eateries, such as microbreweries. Guests can expect to pair a Whopper sandwich with a brew and fries for a cost of only $7.99. Not a bad deal for a'daddy' or 'mommy' value meal!

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    David Phillips has more than 25 years' experience on Wall Street, first as a financial consultant and then as an equity analyst for several investment banking firms. He sifts through SEC filings for his blog The 10Q Detective, looking for financial statement soft spots, such as depreciation policies, warranty reserves and restructuring charges. He has been widely quoted in outlets such as BusinessWeek, The International Herald Tribune, Investor's Business Daily, Kiplinger's Personal Finance, and The Wall Street Journal.