Burger King
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The new specialty sandwich line was one of the first attempts to target a specific demographic, in this case adults 18-34, members of which would be willing to spend more on a higher quality product. One of Smith’s other significant contribution to the menu was the addition of a breakfast product line, which until this time was not a market Burger King had entered. Besides the addition of the Croissan’Wich in 1983, the breakfast menu remained almost identical to the McDonald’s offerings until a menu revamp in 1985. This expansion introduced BK’s Am Express product line which added new products such as French toast sticks and Mini-muffins.
As the company expanded both inside and outside the US, it introduced localized versions of its products that conform to regional tastes and cultural or religious beliefs. International variations add ingredients such as teriyaki or
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