Burger King will soon introduce an interesting test on its menus: Serving flame-grilled but in a new variety. Its latest food item they’re testing out, – The Royal Crispy Chicken Sandwich and Wrap – will be offered for trying by customers in Omaha, NE, and Huntsville, AL, starting June 6th only. Three different varieties of sandwiches: Classic, Fiery, Bacon, and Swiss, all are flame-grilled chicken breast.
In addition, you will be able to buy several bold flavors of crisped wraps at Burger King after the Royal Crispy Wraps, such as Classic, Fiery, Philly, Honey Mustard, Bacon and Cheddar, and Fiery Bacon. The objective of conducting this test in a few markets is to introduce new variety to Burger King’s menu that will make the consumers want more.
What’s New on the Menu?
In the past few years, Burger King has often been the topic of conversation due to its bold approach towards innovation and advertising. For example, one notable change it made towards improving the taste of its iconic Whopper in 2021 was the removal of any artificial ingredients; this strategy was praised by many people through different social media platforms. They used this change as a way of increasing their customer base with an eye on those who want healthier food options while also reminding everyone that they only serve high quality products.
Burger King has been equally passionate about price innovation, rolling out the $1 Your Way Menu in December 2020 in pursuit of adding more value to customers while costing less. This has played a key role in maintaining the brand’s relevance, given the high levels of competition in this fast-food market. More notably, innovations similar to the ones happening in Omaha and Huntsville often receive positive feedback and discussions on different social media platforms, greatly impacting brand perception and customer traffic.
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Expanding on Burger King’s New Test in Chicken Selection
Burger King’s recent announcement to introduce Royal Crispy Chicken to its menu underscores its strategic move toward diversifying its flame-grilled repertoire. This change to chicken represents a move in tandem with contemporary consumer preferences, which favor poultry over red meat on health grounds.
Royal Crispy Chicken will separate itself from other food brands in the chicken sandwich market by maintaining how it prepares and offers Burger King’s flame-grilled chicken sandwich. The grilled chicken breasts match the sandwich, and the wraps are subjected to roasting over an open fire, which gives them a unique smoky taste that cannot be achieved by using a usual frying pan. This not only keeps up with the traditional values of the fast food brand but also gives another healthier option since it reduces oil used for deep frying purposes.
The variants of the new chicken offerings—Classic, Bacon Swiss, and Fiery, among others—suggest a targeted understanding of regional flavor preferences and a response to the fiery and smoky trends currently popular in American fast food. Burger King’s continuous innovation and tradition place it in both familiar and new areas with its menu options. This approach could lead to a wider national rollout, depending on customer feedback from these tests.
From The Club
Who else got more excited with Burger King’s announcement of new flame-grilled chicken? For me, it’s a great and bold move from the fast food brand since we all know that the old version is a popular and fan-favorite item. Will they really change the beef flavor or add more options to choose from? As of now, I feel like this is a positive move and will greatly impact more consumers. I hope this will roll out soon so I can taste it and have my final thoughts!
Image and tip courtesy of @markie_devo