Burger King, McDonald’s vie for upper hand in S. Korean breakfast market

Numerous hamburger chains, including Burger King and McDonald’s, are jumping into the South Korean breakfast market with the increasing number of morning diners due to the loosening of pandemic restrictions.

Burger King’s breakfast-only menu item King Morning passed the 14,000 mark in cumulative sales just three weeks after being released. The item took a two-year hiatus from the menu due to the COVID-19 pandemic.

Burger King achieved 138 percent of its sales target for the breakfast sandwich made up of an omelet in a soft bun during the first week of sales.

Meanwhile, McDonald’s Korea released a new breakfast sandwich called the McGriddle, which uses a hotcake bun instead of the English muffin used in its McMorning’s offerings.

McDonald’s has dominated the South Korean fast-food breakfast market.

Local hamburger chain Mom’s Touch has launched three types of breakfast consisting of either ham egg, chicken sausage, and bacon and egg.