There isn’t a single player in the Fast Food sector who hasn’t been trying out new ideas to win market share from their competition over the past couple of years. New ‘premium’ Burgers; upgraded coffee before that; even meats raised without hormones or antibiotics. But BK has gone the others one better…
BK Beer concept: Light Beer in Lightweight Plastic cup.
But, perhaps, no lightweight notion…
Remember when Starbucks shocked its competitors and its customers with the assertion that it was test-marketing sales of Wine and Beer in its upscale Coffee Shops? Now Burger King UK is launching a pilot program to sell Beer in selected outlets.
The Burger Chain already sells alcohol at some U.S. outlets, as well as locations in Spain, Singapore and Venezuela. However, this aggressive expansion effort in to the UK may herald broader alcohol distribution efforts in north America.
Back in the UK…
BK originally applied for permits to serve Beer in a number of outlets in the South and the Midlands from 10 a.m.to 10 p.m., 7 days a week. But only one location was licensed, initially, and under the conditions that it could only sell beer, only to those 18 years and older and only after 9 p.m. And only one beer per customer is permitted, per night.
But what’s weirdest – to me anyway – is that BK wants to sell plastic containers of American ‘Light’ beer at its licensed UK locations. I mean, we all know that the UK is one of the world’s foremost beer countries!
No comment from BK on that odd choice, nor from Local Police services which had some strong reservations about letting fast food joints sell beer at all…
But there is a silver lining, of sorts…
If you’re really into drinking Wine and Beer with your Fast Food pig-outs, we’ve already catalogued at least one source for food-and-wine pairing tips on that vector!
Cheers!
~ Maggie J.