Burger King is introducing a bunch of new chicken dishes for a limited-edition menu in the fall. It’s the largest chicken menu roll out in the company’s history.
The menu includes the chicken Parmesan sandwich composed of “tangy marinara, melted mozzarella, and Parmesan,” as well as popcorn chicken with eight dipping-sauce options. Other menu items include salad wraps, an Italian breakfast burrito, and a raspberry smoothie made with real fruit.
Insiders have compared the new menu roll out to that of McDonalds’s recent addition. But according to Darren Tristano, executive vice president at restaurant industry research firm Technomic, the menu isn’t reactionary to Burger King’s competitors. Rather, it’s a product of listening to its own consumers.
“It’s not about doing it first; it’s about doing it right,” he told Nation’s Restaurant News. “We want to give the consumer what they want.”
This article from the Village Voice Archive was posted on September 5, 2012