Despite another menu expansion in 1985, the company's market gains diminished due to neglect of the brand at the hands of then-parent Pillsbury and its successors, Grand Metropolitan and Diageo. The plan was successful: the company's sales increased by 15 percent. Smith to reach the broadest possible demographic market to better compete with McDonald's, and to fend off then newcomer Wendy's, who had a growing market share. The expanded Burger King menu was part of a plan by then-company president Donald N. The products were some of the first designed by a fast food restaurant chain that were intended to capture the adult market, members of which would be willing to spend more on a higher-quality product. The company introduced the first iteration of its breakfast menu, along with the company's 'Specialty Sandwich' product line, in a 1978 menu expansion. Not all of these products and services have been successful in 1992, Burger King introduced limited table service featuring special dinner platters, but this concept failed to generate interest and was discontinued. To generate additional sales, BK occasionally introduces limited-time offers of special versions of its products, or brings out completely new products intended for either long- or short-term sales. As the company expanded both inside and outside the United States, it introduced localized versions of its products that conform to regional tastes and cultural or religious beliefs. Other additions include a breakfast menu and beverages such as Icees, juices, and bottled waters. After being acquired by its Miami, Florida franchisees and renamed in 1954, BK began expanding its menu by adding the Whopper sandwich in 1957, and has since added non-beef items such as chicken, fish, and vegetarian offerings, including salads and meatless sandwiches. When the predecessor of international fast food restaurant chain Burger King (BK) first opened in 1953, its menu predominantly consisted of hamburgers, French fries, soft drinks, milkshakes, and desserts.

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