Restaurants Now Court Breakfast Burger Eater

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Nov 1, 2001

Chicago-With grease on his chin, Seth Kligerman, a26-year-old medical student, is downing his second cheeseburger,and it isn't even 8 a.m. Kligerman is part of an unusual breedof customer that some restaurants are trying to court: thebreakfast burger eater. The group includes people who work unusualhours and may crave dinner-type fare when their workday ends in themorning.

In Chicago, 275 Burger Kings now offer hamburgers for breakfastand have seen breakfast sales increase 4 to 7 percent since burgerswere added to the early-morning menu in 1997. A Burger Kingspokesman wouldn't comment on whether the concept will gonational but said corporate staff is watching the experiment andfinds it encouraging. -The Wall Street Journal

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