The quick service restaurant is releasing a limited time promotion that isn’t a new Whopper.
Most recent Burger King innovations have focused on expanding the list of available toppings for the Whopper. That’s not such a bad concept, seeing as how Burger King, unlike McDonald’s (MCD) – Get Free Report, offers a wide variety of tried-and-true menu items.
Although Chicken Fries are quickly becoming a fast food icon and the Croissan’wich is a recognized sandwich, neither dish has the staying power of Chicken McNuggets or the Egg McMuffin. Due to the lack of any other truly iconic product, Restaurants Brands International (QSR) – Get Free Report has relied heavily on the Whopper.
However, in the 1980s and 1990s, Burger King did pioneer a new market segment with its “long” sandwiches. Sandwiches were presented on something resembling a sub or hoagie roll rather than the standard spherical burger roll. While the Veal Parmesan and Ham and Cheese sandwiches failed to make an impression, the traditional Chicken Sandwich and Italian Chicken Sandwich became popular enough to warrant periodic revivals.
Burger King has a long history of advertising its international menu, and the Italian Chicken Sandwich has always been included. While the original “long” Italian Chicken Sandwich is still unavailable, Burger King’s updated take on the classic, the BK Royal Crispy Chicken Sandwich, is now again available in restaurants around the country.
Burger King Reintroduces a Classic Item
Burger King, like McDonald’s, has been seeking to cash in on the popularity of Popeye’s chicken sandwiches. That restaurant company raised the bar for chicken sandwiches by employing a thicker steak instead of the usual thin cutlet.
Popeye’s has perfected the technique, but neither Burger King nor McDonald’s have come close. After exploring alternative choices, McDonald’s settled on the “McCrispy” line, and Burger King abandoned the “Ch’King” line in favor of the “BK Royal Crispy Chicken Sandwich.”
There are already “Spicy” and “Bacon and Swiss” variations of the BK Royal, and soon there will be an Italian BK Royal Crispy Chicken Sandwich, another throwback to Burger King’s heritage.
According to Chew Boom, the Italian BK Royal Crispy Chicken Sandwich, a fan favorite, will once again be available. The sandwich will have a crispy white meat breast fillet covered with marinara sauce and melty Mozzarella cheese on a toasted potato bread.
It’s a contemporary spin on the classic, but it might not excite die-hards as much as if the restaurant had brought back the “long” Italian Chicken Sandwich. The Original Chicken Sandwich, with its classic chicken patty served on a sub-style roll, remains a staple item at Burger King.
Burger King has expanded its chicken selection by reintroducing its “Fiery” nuggets, a spicy variant of its original chicken nugget.
Burger King Has Expansion Plans
Burger King has been updating its restaurant selection in the United States, in addition to its menu. RBI CEO Josh Kobza is confident that the bankruptcy of a single big franchisee will not slow the company’s expansion in the United States.
Finally, there have been a number of bankruptcies in the United States recently. During the company’s first-quarter results call, he stated, “And I know a major question is how many more should we expect, and what are the implications that may have for possible gross restaurant closures. As an annual average, Burger King in the United States has closed around 100 locations per year, with some years closing closer to 300 or 400, like 2020. For the year as a whole, we anticipate growth of 300 to 400%.
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