We Won’t Half A** a New Chicken Sandwich

Rhea-AI Summary

Burger King has announced plans to introduce a new hand-breaded chicken sandwich later this year, aiming to compete with leading chicken brands. CMO Ellie Doty emphasized the importance of quality, referencing the long development since 2019, and extensive testing starting in September 2020. The sandwich features a thick-cut white meat chicken breast, crispy outer layer, and will be available in original and spicy variants, served on a potato bun. The rollout is scheduled for later this year, promising a notable taste difference for customers.

Positive

• Introduction of a new hand-breaded chicken sandwich, enhancing menu diversity.
• Extensive development and testing process since 2019 ensures quality.
• Potential for strong competition against leading chicken sandwich brands.

Negative

• Long wait time for product launch may lead to loss of initial consumer interest.

The rumors are true. Burger King^® will introduce a new chicken sandwich later this year. Reality check, the King won’t accept another chicken sandwich if it isn’t just as good as one you could get from the big chicken guys. No more “burger-joint-quality” chicken. So, we’re bringing a hand-breaded chicken sandwich to our restaurants.

We Won’t Half A** a New Chicken Sandwich (Photo: Business Wire)

But, this ain’t easy.

“What if hand-breading were to chicken what flame-grilling is to burgers? That’s been our guiding filter to bring a delicious chicken sandwich to guests in a way only BK can,” said Ellie Doty, chief marketing officer, Burger King North America. “We’ll take the time to get it right and our guests will definitely taste the difference.”

We’ve been working on our hand-breaded chicken sandwich since 2019 and not-so-secretly testing the product since Sept. 2020. You can have it your way: original or spicy. Our sandwich has a thick cut white meat chicken breast that is freshly breaded by hand for a bite that is crispy on the outside and juicy on the inside. Served on a toasty potato bun with crisp deli pickles and a savory signature sauce. Oh and you can add a little something, something like iceberg lettuce and tomato too.

Since we aren’t down to half a** the process, we plan to introduce our sandwich later this year. We promise it will be worth the wait.

About BURGER KING^®:

Founded in 1954, the Burger King brand is the second largest fast food hamburger chain in the world. The original Home of The Whopper^®, the Burger King system operates more than 18,800 locations in more than 100 countries and U.S. territories. Almost 100 percent of Burger King restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. To learn more about the Burger King brand, please visit the Burger King brand website at www.bk.com or follow us on Facebook, Twitter and Instagram.

View source version on businesswire.com: https://www.businesswire.com/news/home/20210217005205/en/

FAQ

When will Burger King launch its new chicken sandwich?

Burger King's new chicken sandwich is set to launch later this year.

What are the features of the new Burger King chicken sandwich?

The new chicken sandwich includes a hand-breaded, thick-cut white meat chicken breast, available in original and spicy varieties, served on a potato bun.

How long has Burger King been developing the new chicken sandwich?

The new chicken sandwich has been in development since 2019 and has undergone testing since September 2020.

What is Burger King's strategy for the new chicken sandwich?

Burger King aims to provide a high-quality chicken sandwich comparable to leading brands, emphasizing quality through its hand-breading process.