When the international fast food restaurant chain Burger King (BK) first opened in Miami, Florida in 1954, its menu consisted predominantly of hamburgers, french fries, soft drinks, milkshakes and desserts. Beginning with the Whopper sandwich in 1957, BK has expanded the breadth of its menu from hamburgers to non-beef items such as chicken, fish and vegetarian offerings including salads and meatless sandwiches. Other additions include a breakfast menu and such non-soft drink beverages such as Icees, juices and bottled waters. Additionally, as the company expanded both inside and outside the United States, it introduced localized versions of its products that conform to regional tastes and cultural or religious beliefs. To generate additional sales, BK will occasionally introduce limited time offers (LTO) of special versions of its products or bring out completely new products intended for either long or short term sales. Not all of these products and services have been successful; in 1993, Burger King introduced limited table service and special dinner platters, but this concept failed to generate interest and was discontinued.
1978 saw the introduction of an expanded menu featuring the introduction of the company's "Specialty Sandwich" product line. The products were some of the first by a fast food restaurant chain designed to capture the adult-oriented market, members of which would be willing spend more on a higher quality product. It was at this time that the company also added a breakfast menu. The new product launch was part of a plan by the then-company president Donald N. Smith to expand Burger King's menu to reach the broadest demographic market possible in order to better compete with McDonald's and fend off then newcomer Wendy's growing market share. The plan was successful and the company's sales increased by 15%.
Despite a second major menu expansion in 1985, during much of the 1980s and 1990s the company's market gains diminished due to neglect of the brand at the hands of then-parent Pillsbury and its successors Grand Metropolitan/Diageo. Upon the sale of the company to a group led by TPG Capital in 2004, the trend of targeting an expanded audience was renewed under a plan by its then-CEO Brad Blum. During Blum's tenure, the company added several products that featured higher quality ingredients such as whole chicken breast, non-process cheeses such as cheddar and pepper jack, and other menu fare that attempted to appeal to the adult palate and demographic. As in the past, not all of these products met corporate sales expectations, or in the case of several of its larger offerings resulted in negative publicity due to nutritional concerns.
History
Sandwiches and entrées
When the company began, its menu consisted predominantly of hamburgers, french fries, soft drinks, and desserts. In 1957, BK added its signature item, the Whopper. This 4 oz (110 g) hamburger was created by Burger King founders James McLamore and David Edgerton as a way to differentiate BK from other burger outlets at the time. Now Burger King's flagship product, the Whopper has expanded into a line of sandwiches all made with the same ingredients. Additionally, the Whopper sandwich has undergone several modifications in its recipe since being added to the menu, with a change from a plain bun to a sesame seed roll in the early 1970s and a temporary increase in weight to a third pound, 5.3 oz (150 g), in the mid 1980s being two of the most notable. Since its inception, the Whopper has become synonymous with Burger King and become the focus of much of its advertising. The company has even named its new kiosk-style restaurants Whopper Bars .
In 1978, Donald N. Smith was hired from McDonald's to help restructure the Burger King's corporate operations in order to better compete against his former company as well as then up and coming chain Wendy's. On of his first changes was to modify the menu with the addition of the Burger King specialty sandwich line in 1979, which significantly expanded the breadth of the BK menu with many non-hamburger sandwiches including new chicken and fish offerings. The new line was one of the first attempts by a major fast food chain to target a specific demographic, in this case adults aged between 18 and 34 years, members of which were presumably willing spend more on a higher quality product. The new products were successful and the company's sales increased by 15%. While most of the line has since been discontinued, the company's Original Chicken Sandwich is still offered in all of its global markets and the ham and cheese sandwich is a regional offering.
BK Chicken Tenders officially made their debut in a menu revision/expansion in 1985 to address the absence of a chicken based finger product akin to McDonald's Chicken McNuggets. Original portion sizes were six-, nine-, twelve and a twenty-five piece party pack. At the time the product had to be withdrawn over limited availability of chicken meat from producers, the product was re-introduced about six months later. Originally made with sliced fillets of chicken, the product was reformulated into a formed, chopped-chicken product several years later. A related product, Fish Tenders, was introduced to complement Chicken Tenders during another menu expansion in 1989. The product was an order of fish sticks sold in the same style container as the Chicken Tenders with a Tartar sauce package for dipping. Portion sizes corresponded to the Chicken Tenders. It was discontinued in 1990. Beginning in 2006, BK started changing the original chicken tenders shape to crowns.
1990 saw the introduction of the company's first broiled chicken product, the BK Broiler. The sandwich was the first broiled chicken the company sold; it included a dill-ranch mayonnaise served on an oat bran roll. In 1988, BK reformulated the BK Broiler into a larger, more male-oriented sandwich served on a Whopper bun, increasing its patty size while changing the sauce to mayonnaise. In 2002, BK changed the name of the sandwich to Chicken Whopper and added a smaller Chicken Whopper Jr. sandwich. The company replaced the Chicken Whopper line with another broiled sandwich line in 2003, the BK Baguette line. The main selling points behind the Baguette line was that they were served on a fresh cooked baguette roll, and came in several varieties all of which were topped with a series of ingredients that were low in fat. They were sold in the US at one time but are now only sold in the European market. After the failure of the Baguette line in North America, the sandwich was again reformulated to its current iteration, the TenderGrill sandwich.
In order to appeal to as many demographic groups as possible and to better compete with its fast food competitor Wendy's, Burger King added a value menu in 1998 with items priced at 99¢ (USD). This menu featured seven products: Whopper Jr., five-piece Chicken Tenders, a bacon cheeseburger, medium sized french fries, medium soft drink, medium onion rings and small milkshake. In 2002 and 2006, BK revamped its value menu by adding and removing several products such as chili and its Rodeo Cheeseburger. Many of these items, such as Chili, tacos, the Sourdough burger (Similar to the Whopper Jr., with sourdough bread) and Chicken Tender sandwiches have since been discontinued, modified or relegated to a regional menu option.
To better appeal to an adult palate, BK introduced several new products to its menu in 2003, including new or revamped chicken products, a new salad line and its BK Joe brand of coffee. The first of these items was the TenderCrisp chicken sandwich, an entirely new sandwich which featured a fried 5.2 oz (150 g) whole muscle chicken breast on a new corn-dusted roll. This new sandwich was part of then-CEO Greg Brennamen's plans to bolster the company's "Have it your way" advertising program designed to draw younger people to its stores. Some items, including the Enormous Omelet Sandwich line and the BK Stacker line, brought negative attention due the large portion size, amounts of unhealthy fats and trans-fats. At the time, many of the products featured higher quality ingredients like whole chicken breast, Angus beef, Cheddar cheese and Pepperjack cheese. Again, not all these products, such as the BK Baguette line, met corporate sales expectations. Others products, such as Burger King's line of "indulgent" burgers originally called the Angus Burger, have undergone multiple reformulations. The Angus Steak burger was originally based around a 5 oz (140 g) frozen patty; despite high expectations from the company the sandwich fared poorly when introduced. After a reformulating program, it was relaunched as the 5 oz (140 g) Angus Steakhouse burger introduced in 2008. With the introduction of the new broilers in 2009, Burger King replaced the Angus Steakhouse burger with the 7 oz (200 g) A1 Steakhouse XT burger. A third variation of the Angus burger is sold in the European markets.
Ancillaries
BK revamped its french fries in North America in 1997. The improved fries were treated with a coat of potato-based starch that gave the fries a crisp coating that would maintain crispiness longer. The company introduced them in a series of advertisements that claimed the new fries tested better in consumer taste comparisons against McDonald's fries. The fries were in research
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