When it comes to building burgers, their ingredients tend to be stacked up rather than expanded outwards, but not in the case of Burger King's new Extra Long BBQ Burgers.
The burgers are like two Rodeo Burgers placed side by side, offered in the form of a cheeseburger with onion rings and barbecue sauce, between two toasted sesame buns. Although the long burger looks pretty similar to a sub sandwich, it's something novel nonetheless. The Extra Long BBQ Cheeseburger is currently only offered in a few Burger King locations in Europe, including countries like Austria and Switzerland, although there have been some enthusiastic American BK fans that have been begging for this burger to make its way to the US.
Elongated Burgers
Burger King's Extra Long BBQ Burger is Built Out Rather Than Up
Trend Themes
1. Long-form Burgers - Opportunity for fast food chains to experiment with new burger shapes and presentation to appeal to customers
2. Novelty Fast Food Items - Potential for fast food chains to create unique and unusual food items to generate buzz and interest from customers
3. Regionalized Fast Food Offerings - Possibility of fast food chains creating and promoting regional specific menu items to cater to local tastes and preferences
Industry Implications
1. Fast Food - Fast food chains can create innovative menu items to differentiate themselves in a crowded marketplace and keep up with changing consumer preferences
2. Food and Beverage - Opportunities for food and beverage companies to partner with fast food chains and help develop unique and creative menu items
3. Marketing and Advertising - Agencies can work with fast food chains to develop and promote new menu items that are attention-grabbing and generate buzz among customers