Burger King enters the chicken sandwich war with the Ch’King

Burger King enters the chicken sandwich war with the Ch’King

Burger King Ch’King Sandwich

Source: Burger King

Burger King will enter the chicken sandwich war in June with Ch’King, its take on the trendy menu.

the Restaurant Brands International The chain is following in the footsteps of sister chain Popeyes, which launched its own hit sandwich in August 2019. For the past year and a half, the fried chicken chain has seen double-digit sales growth, propelled by the popularity of the sandwich. . Since then, rival fast food chains, including Mcdonalds and Yum brands KFC, launched their own versions.

Burger King tries to stand out from the pack by hand breading their chicken, a step that takes time, training and new equipment. Ellie Doty, director of marketing for Burger King North America, said in an interview that the chain took two years perfecting the recipe and understanding for the process to work for its restaurants.

“We really took our time to get it right, to get the reps into the restaurant and make sure each restaurant had their manual bread station properly set up,” Doty said.

The launch of Ch’King also comes as the country faces a chicken shortage, fueled in part by the chicken sandwich war and a shortage of poultry processing workers. Prices for chicken breast, often used in chicken sandwiches, are skyrocketing. The Wall Street Journal reported that KFC restaurants are limiting sales of its chicken sandwich in response. Doty said Burger King is not immune to macroeconomic factors, but the chain has taken steps to ensure its supply chain can withstand the pressure.

“By taking the time to get it right, we’ve also taken the time to make sure that we have a very robust supply chain that is in place for the main scenario that we are planning as well as for others that might. happen, ”she said. .

Doty said the Ch’King’s name was inspired by a customer who tried the menu item during the testing phase and said the chain should change its name to Chicken King.

To celebrate the national launch on June 3, customers who order the Ch’King on the Burger King app or online will receive a free Whopper in addition to the chicken sandwich. The deal lasts until June 20. This is the first major promotion for Burger King since launching its nationwide loyalty program.

Restaurant Brands International shares have risen 10% so far this year, giving it a market value of $ 31.3 billion. While the American establishments of Burger King and Popeyes have quickly rebounded from the pandemic, Tim Hortons is taking longer to see customers return to its cafes.

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