Clarets manager Sean Dyche, whose side had drawn their previous three league matches before losing 4-0 at West Brom, conceded it was a bad day at the office for his side.
He said: "It was a performance where we never got started and never got to grips with the game at all. It's a real low day for us performance-wise.
"There is a reality to it, we've seen results like this in the Premier League and it's happened to us and it's important we grow and learn from it very very quickly."
Burnley have now gone over six and a half games since scoring their last goal. On how he will attempt to fix that problem, Dyche said: "We'll keep working on the training pitch, keeping working with the players' mentality and belief."
Police have expressed concern about the whereabouts of a 54-year-old man who went missing from Rossendale in Burnley on Thursday.
Arthur Thompson, left Heightside House nursing home at about 1030am but failed to return.
He is described as white, 6ft 2 tall, of a slim build with short, straight grey receding hair and brown eyes and walks with a prominent stoop to the right. He was last seen wearing a white shirt, black trousers and a beige coat.
Sergeant Steve Rides of Burnley Police said that Mr Thompson suffered from schizophrenia and was not thought to have his medication with him.
“He may appear disorientated and may be talking to himself. I would urge anyone who sees him not to approach him, but to contact police as soon as possible,” he said.
Salmon have been found in a river in Burnley for the first time since the 1950s.
The fish were not able to travel upstream of the River Calder since a weir was built at Padiham.
It was removed four years ago as part of a project by the Environment Agency and Ribble Rivers Trust and now salmon have been spotted in the waters once again.
Northern Ireland Under-21 defender Luke Conlan has rejoined Burnley on a one-year contract, the Barclays Premier League club have announced.
Conlan was released by the Clarets over the summer but having recovered from a knee problem has now put pen to paper on a new deal at Turf Moor.
The 19-year-old said on www.burnleyfootballclub.com: "I'm very happy to be back at the club, I know a lot of the lads from the last few years and this is where I want to be at.
"I want to progress now with Burnley again and hopefully kick on in the next year.
"I had a few other offers from clubs who wanted me to go on trial but as soon as the opportunity came up here to get another contract it was what I wanted to do."
Elsewhere in the Burnley development squad, there have been new deals for Tom Anderson and Steven Hewitt, with 12-month extensions exercised on the contracts of Cameron Howieson and Jason Gilchrist. Anderson has signed on for another year and Hewitt for two.
Sean Dyche is offering no promises to Burnley fans hoping their return to the top flight can be as spectacular as the first time Turf Moor hosted a Barclays Premier League game.
That was in 2009, when the Clarets announced themselves by beating Manchester United 1-0 - Robbie Blake scoring the goal and Brian Jensen saving a penalty.
Burnley were relegated at the end of that season but earned a surprise return after four seasons in the Championship by finishing second last term. Their welcome back to the big time is a visit from title favourites Chelsea tonight.
What we are looking to guarantee is that we're ready, we're able, we're certainly mentally and physically motivated to go and deliver performances. Where that takes us we'll only know once the season gets off and running.
"There's always confidence because you believe in how you work, your staff's work and your players' work. That's what coaching and management is about.
"But you can only get to that point when you're ready. When that whistle blows, it really is down to players and how they perform. That's the magic moment.
"We're obviously looking to show we can at least be competitive, give good performances and see where that takes us."
CCTV images have been released after a robber armed with a sword targeted a betting shop in Burnley.
The man, who was wearing a balaclava, threatened staff with the two-foot long weapon at the Coral shop on Harry Potts Way at around 9pm on Monday.
He slashed at the till and jumped over the counter before making off with around £200.
This was a violent and aggressive attack which left two members of staff terrified and fearful for their own safety. I would like people to take a close look at these CCTV images and if anyone knows who this man may be, please get in touch with us as soon as you can."
Families from Lancashire are going to Parliament today in a row over the education of their children
Honey Crossley and Jack Entwistle from Burnley have autism.
Their parents say the local council aren't offering them suitable schools.
The subject will be debated in Parliament later.
Barclays Premier League newcomers Burnley have signed striker Lukas Jutkiewicz from Middlesbrough.
The 25-year-old joins for an undisclosed fee from the Championship side and has signed a three-year deal at Turf Moor.
Burnley boss Sean Dyche said on burnleyfootballclub.com: "We're looking forward to getting him into the group and making him feel welcome here.
"I still think there is development in Lukas. He's 25 and has been around a little bit now and he finished last season very strongly."
Jutkiewicz impressed during a loan spell at Bolton at the end of last season, scoring seven goals in 20 games, and the Trotters were also reported to be after his signature.
Jutkiewicz began his career with Southampton before moving on to Swindon, where he caught the eye of Everton.
A £1million move to Merseyside followed but he made just a single appearance for the Toffees and eventually left in 2010 to join Coventry before moving on again to Middlesbrough.
Jutkiewicz is Dyche's sixth summer signing ahead of Burnley's return to the Premier League, with Matt Gilks, Michael Kightly, Steven Reid, Matt Taylor and Marvin Sordell also joining the Clarets.
Chief Inspector Ian Briggs, from the RSPCA, has told ITV News that the three men sentenced to jail today for animal cruelty got a 'thrill' from causing harm to animals.
Three men from Lancashire have been jailed for animal cruelty at Burnley Magistrates Court.Read the full story ›