Burger King is venturing beyond its burger comfort zone.
The restaurant, best known for its burgers, is trying brand-new sandwiches and wraps to determine if customers want something more from its menu. Beginning June 6, Burger King customers in Omaha, Nebraska, and Huntsville, Alabama, will be able to sample the new Flame-Grilled Chicken Sandwiches and Wraps lineup.
According to a business representative, customers can enjoy the Classic, Fiery, and Bacon and the Swiss Royal Crispy chicken sandwiches, which are crafted with flame-grilled chicken breast. For a unique touch, guests can also replace the traditional crispy white flesh chicken in the Royal Crispy Wraps with a half-flame-grilled chicken breast.
Flame-grilled Royal Crispy Wraps will be available in various flavors, including Classic, Fiery, Honey Mustard, Philly, Fiery Bacon, and Bacon & Cheddar.
Like other fast food restaurants, Burger King frequently tests new products in smaller or targeted markets to gather data and determine whether they have the potential for broader appeal. For example, in 2019, Burger King revealed that it was testing Impossible Whoppers produced from plant-based Impossible patties. At the time, the new menu item was tested in only 59 restaurants in the St. Louis area, but it’s now available in participating Burger King locations nationwide.
However, these tests only sometimes lead to national rollouts. In 2021, Burger King claimed that it was “the first global quick-service restaurant brand” to test out plant-based nuggets, serving eight-piece orders of Impossible Nuggets for a short time at locations in Des Moines, Iowa, Boston, Massachusetts, and Miami, Florida.
“This isn’t the first time we’ve joined up with Impossible to make waves in the industry,” said Ellie Doty, Burger King North America’s chief advertising officer. “It’s only fitting that we’re the first global QSR to test the Impossible Nuggets. We’re delighted to hear what our test market guests think of this latest innovation.” However, the markets did not need another meat-free option.
In 2022, Burger King tested an everything-seasoned burger bun in Huntsville, Alabama, and Albuquerque, New Mexico, as well as an “Everything Menu” consisting of an Everything Whopper, an Everything BK Royal Crispy Chicken Sandwich, and an Everything Breakfast Sandwich. However, that exam did not result in further appeals, so you will unlikely have heard about it. However, they should try this one again.
Test Markets
The flame-grilled chicken sandwiches and wraps are being tested in select markets to measure customer feedback and improve the offerings. These markets include:
- Atlanta, Georgia
- Denver, Colorado
- Charlotte, NC
- San Diego, Calif.
Customers in these cities can sample the new menu items and submit feedback, which will help Burger King decide whether to push them out statewide.
Why Is There A Focus On Flame-Grilled Chicken?
Burger King’s commitment to flame-grilling is essential to its brand identity. The new chicken options support this approach by providing a tasty alternative to traditional fast-food chicken products while emphasizing the brand’s distinctive cooking style. The change also reflects increased public demand for healthier, more flavorful fast food options.
Get Involved
If you visit one of the test markets, try the new flame-grilled chicken sandwiches and wraps. Your feedback may impact the decision to make these elements permanent on the menu. To stay updated about the test phase, look for local Burger King specials and updates.
Looking Ahead.
Depending on the outcome of the testing phase, Burger King may expand the availability of these flame-grilled chicken alternatives to additional markets. The company’s constant menu innovation demonstrates its commitment to addressing client preferences and being competitive in the fast food business.
In conclusion, Burger King’s launch of flame-grilled chicken sandwiches and wraps is a welcome move for fans of the brand’s unique grilling approach. While currently only available in a few test markets, the new offerings promise to provide a flavorful and distinct fast-food experience. If you’re in one of the test locations, take advantage of your opportunity to try these new things and share your thoughts with Burger King.
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