Burger King Debuts Whopper of a New Menu
3 Comments | Written on April 3, 2012 at 1:00 pm, by Lesley Kennedy
Burger King
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.
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Categories:
Food News | Tags: Burgers, Chicken, Salad, Smoothies
3 Comments | Post Your Comment
3 Responses to “Burger King Debuts Whopper of a New Menu”
In many countries, food laws define specific categories of ground beef and what they can contain. For example, in the United States, beef fat may be added to hamburger, but not to ground beef if the meat is ground and packaged at a USDA-inspected plant..
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Look, it does not matter how you change the menu, what kind of ‘new” smoothies/frappes you introduce. The real problem with fast food is the people who are preparing the food, ring up the order, etc. Want a pleasant fast food experience? Go to Chick fil-A. Good (not great), food, great service and management who actually give a damn. The rest of the fast food outfits should study their business model.
i got a veggie burger in Mt Top, Pa yesterday and it was the worse thing i ever had. generally they are wonderful, this was not. no taste to it at all. there is generally a little bite to it, not this one..blah. and i asked not to have the sauce on it, but put it on the side, when i got it, it was totally smeared with sauce and still had packets beside it. go figure.. i can see why you are not on top with this nonsense going on. some of it is if they would just follow the order. cut me a break. your veggie burgers are something i look forward to, it is the only fast food place that offers anything in that line, shame when someone does this to it…