Burger King Debuts Whopper of a New Menu
Burger King is giving itself a royal makeover. But will it be enough to allow the fast food giant to at last reign over the Golden Arches?
A whopper of a menu change shows the chain is at least giving it a try.
USA Today reports Burger King is forking over around $750 million to update its food and drink options, marketing campaigns and restaurant appearances.
Ten new menu items—a record number of changes for the company—debuted Monday, hot on the trail of a recent Technomic report showing that Wendy’s is now the nation’s second-highest selling hamburger chain, according to the newspaper, with BK placing third.
“This is the biggest change in scope in the history of the brand,” BK’s Steve Wiborg tells USA Today. “It’s the chain’s largest investment in a one-year time frame.”
So, what new menu items is BK hoping we’ll want to have our way?
- Chicken strips, $2.99, “made with 100-percent ‘white tenderloin’ chicken”
- Caesar; BLT; and chicken, apples and cranberry Garden Fresh Salads, $4.99
- Honey-mustard and ranch snack wraps, $1.59
- Tropical mango and strawberry banana BK Fruit Smoothies, $2.29
- Mocha and caramel frappés, $2.29
However, Brad Blum, a past BK CEO, tells USA Today that success isn’t so much about adding new items as it is about pushing the best ones the chain already has.
“Burger King has got to focus on who they are and what sets them apart,” he tells the newspaper. “They have to do a few things exceptionally well rather than reacting to competitors across a number of fronts.”
And if the new choices don’t do it for you, maybe more modern décor and celeb spokespeople (new commercials feature David Beckham! Jay Leno! Mary J. Blige!) might entice you to pick up a Whopper and a frappé.