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Burger King launches grilled chicken sandwich

Chain mocks KFC in new ad

Burger King is taking a break from trolling McDonald’s and is going after KFC with the launch of a grilled chicken sandwich. 

It’s made with a 4.05-ounce marinated grilled chicken breast, lettuce, tomato and honey mustard on a potato bun at a recommended price of $4.99. The sandwich is a permanent addition to the menu. 

The Grilled Chicken Sandwich is being promoted with a video featuring the quick-service burger chain’s mascot, the King, dressed as KFC founder Harlan Sanders. A narrator explains that the King is K.F.G., the king of flame grilling, and “a king always outranks a colonel.”

Miami-based Burger King has spent much of its marketing energy over the past year comparing itself to McDonald’s, the segment leader in terms of sales, particularly with knock-offs of the Chicago-based chain’s signature Big Mac.

Burger King’s versions are flame-grilled instead of griddled, which Burger King touts as its signature strength.

“Burger King has been flame-grilling since our first restaurant opened in 1954,” Burger King Corporation North America president Chris Finazzo said in a release announcing the Grilled Chicken Sandwich.

Photo: Burger King

“We wanted to celebrate this expertise and show that when it comes to flame-grilling, we ‘reign’ over the competition. We’re not just the King of flame-grilling Whopper sandwiches; we’re also the King of flame-grilling chicken.”

Most of Burger King’s chicken products are battered and fried, including sandwiches, tenders and French fry-shaped “chicken fries.” In 2002 the chain attempted a grilled chicken sandwich with the same build as its signature Whopper, with mayonnaise, lettuce, tomato, onion, pickle and ketchup. The Chicken Whopper was discontinued in the United States but is still sold in the Middle East and India.

Burger King, which has more than 17,000 restaurants worldwide, is a subsidiary of Restaurant Brands International. 

Contact Bret Thorn at [email protected]

Follow him on Twitter: @foodwriterdiary

TAGS: Menu Marketing
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