Burger King's New Sandwich Puts a Twist on a Classic Dish
Katherine Pendrill — March 13, 2017 — Marketing
References: businessinsider & brandeating
Following criticism of its Tendercrisp Chicken Sandwich, Burger King has debuted a reformulated dish called the Crispy Chicken Sandwich. While the new version of the sandwich may look similar to its predecessor, the slight tweaks are intended to help the chain fix a major weak spot in its menu.
The new Crispy Chicken Sandwich is a hearty burger that consists of a cripsy chicken filet served on a soft potato bun with lettuce, mayo and tomato. The new sandwich differs from the old version in that the chicken filet is slightly smaller and has been cooked with a new process that allows it to maintain a crispier crust. The chicken is also cooked in a reformulated marinade that is meant to be more flavorful.
To promote the new sandwich, Burger King is even going so far as to post negative tweets about its original chicken sandwich in an effort to demonstrate that it has listened to customer feedback.
The new Crispy Chicken Sandwich is a hearty burger that consists of a cripsy chicken filet served on a soft potato bun with lettuce, mayo and tomato. The new sandwich differs from the old version in that the chicken filet is slightly smaller and has been cooked with a new process that allows it to maintain a crispier crust. The chicken is also cooked in a reformulated marinade that is meant to be more flavorful.
To promote the new sandwich, Burger King is even going so far as to post negative tweets about its original chicken sandwich in an effort to demonstrate that it has listened to customer feedback.
Trend Themes
1. Reformulated Fast Food - Burger King's reformulation of its chicken sandwich highlights the trend of fast food chains improving their menu offerings based on customer feedback.
2. Crispy Chicken - The emphasis on a crispier crust in Burger King's new sandwich taps into the trend of consumers seeking crispy textures in their food.
3. Customer Feedback Integration - Burger King's use of negative tweets to promote its new sandwich showcases the trend of businesses actively incorporating and addressing customer feedback.
Industry Implications
1. Fast Food - The reformulation of Burger King's chicken sandwich highlights the potential for innovation and improvement within the fast food industry.
2. Poultry - The focus on achieving a crispier crust in the chicken filet presents opportunities for innovation within the poultry industry, such as developing new cooking processes or marinades.
3. Social Media Marketing - Burger King's use of negative tweets as a promotional strategy highlights the role of social media in marketing and the potential for disruptive innovation in this industry.
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