Burger King debuted Monday a new fall menu that includes mostly chicken-based items marketed toward health-conscious consumers.
The move had one industry observer suggesting the burger chain was seeking out a larger market share with the chicken items.
The promotion, called the Fall Premium Chicken Menu, is the largest chicken menu rollout in the company’s history. Eric Hirschhorn, VP of market intelligence and global innovation at Burger King, said the menu was launched as a transition from the chain’s summer barbeque menu.
“The fall, as everyone knows, is kind of a change in seasons and a change in lifestyle as kids go back to school,” he said, adding that portable menu items are key during the fall. He also noted that customers are looking for more healthful options, which is reflected in the chicken-centric menu.
Although chicken prices have been increasing during the summer, Hirschhorn — who focuses mainly on market research and product innovation — said that the rising commodities costs had little impact on Burger King’s decision to expand its number of chicken menu items.
Rather, he said, the priority was to respond to customer demand. “We want to make sure that we offer new products to our customers that satisfy different needs,” he said.
Darren Tristano, executive vice president at restaurant industry research firm Technomic, said he’s not surprised that Burger King launched a chicken-based menu, even during a time of rising commodities prices. “Chicken has been in very high demand,” he said. “Some of the biggest growth chains are based around chicken...You have to be in the chicken game if you’re going to be successful, regardless of price.”
The menu includes...
Source: Argentine Beef Packers S.A.
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