With the effects of the late-2000s recession reducing breakfast traffic to the stores, Burger King announced that it was making the first wholesale changes to its breakfast line-up in many years. In early 2010, Burger King tested a new group of breakfast products under its new BK Brunch product line; a reintroduced English muffin sandwich, a sandwich featuring ciabatta bread, a pair of breakfast bowls, and a non-alcoholic mimosa. In September, a slightly modified variation of the menu was taken national during one of the largest menu expansions in the company's history. Chief Marketing Officer Mike Kappitt said breakfast produced 12 percent of the company's income, but that was only half of what McDonald's made. Part of the expansion was a major advertising campaign that encouraged people to change their minds about skipping breakfast at a time of high unemployment. 3G Capital has continued the expansion of the breakfast program with the introduction of Quaker Oats Company oatmeal to its menu in late 2011. Oatmeal has been shown to be a popular addition to breakfast menus industry-wide due to its low cost, ease in preparation and perception as a healthy, whole-grain option. Analysts from industry analytic firm Technomic stated that it was a good move for Burger King to add a winning product to its menu, but that it should have tried to be more creative by adding other, similar products such as grits.