Fast food is like a constant game of "if you can do it better." The Burger King one-upping McDonald''s Corporation Report is inventing The Whopper. That was followed (albeit a few years later) by the Big Mac''s release, resulting in decades of both chains and emerging competitors playing at the same time.
Burger King and later Wendy''s (WEN) - Get Yum! Brands, Inc. Report Taco Bell and KFC and Burger King''s Restaurant Brands International (QSR) - Get Restaurant Brands International Inc Report sister brand Popeye''s
With the announcement of its now-famous chicken sandwich in August 2019, the Popeye''s Chicken Sandwich set of a craze. It sold out, people waited in line for it, and every fast-food chain had to launch something similar.
Popeye''s had a cultural phenomenon that claimed the lives of dozens of journalists. Burger King, like McDonald''s, has tried to capture the same lightning in a bottle without much success.
The Whopper''s House has returned to the drawing board to investigate the possibility of forming the next chicken sandwich craze.
Getty Images'' Andrew Holbrooke/Corbis is a photojournalist.
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Burger King Has a New Chicken Sandwich
Burger King has a slew of chicken sandwiches on its menu, with some of which are distinct versions. They range from the chain''s classic, long chicken sandwich to Ch''King, which appears to be a Popeye variant.
Chewboom reported that the chain has begun testing yet another version of its chicken sandwich in selected restaurants. The new treat, which is titled "Royal Crispy Chicken Sandwich," has been shown in several locations in New York and Virginia. It comes in three different versions, according to the food blog.
- The BK Royal Crispy Chicken Sandwich features a crispy white meat breast fillet topped with savory sauce, lettuce, and juicy tomatoes on a toasted potato bun.
- The BK Spicy Royal Crispy Chicken Sandwich includes a crispy white meat breast fillet coated with triple pepper spicy glaze, topped with savory sauce, lettuce and tomatoes on a toasted potato bun.
- The BK Bacon and Swiss Cheese Royal Crispy Chicken Sandwich consists of a crispy white meat breast fillet topped with savory sauce, creamy Swiss cheese, bacon, lettuce, and tomatoes on a toasted potato bun.
There''s nothing more exciting here, although Burger King has fashioned up a variety of popular ingredients and placed them on a chicken sandwich.
Burger King Chases the Next Fast-Food Craze
During the third-quarter earnings call at Burger Brands International, innovation sometimes ties into fast food, but one chain''s success can often help a lot of competitors to do something similar.
"On chicken, despite Ch''''King''s modest initial performance, we continue to believe in the platform. It''s a fantastic chicken sandwich and an important part of our core menu, but there is still work to be done to build a platform to its full potential, including strengthening our communications, market positioning, and pricing," he said.