Burger King’s new menu a whopper of a task
by Candice Choi
Associated Press Writer
April 02, 2012 12:00 AM | 1612 views | 1 1 comments | 5 5 recommendations | email to a friend | print
Jenny Vega places an order at a Burger King restaurant in Miami on Wednesday. Today, Burger King launches 10 new menu items including smoothies, frappes, specialty salads and snack wraps in a star-studded TV ad campaign. It’s the biggest menu expansion since the chain opened its doors in 1954.<br>The Associated Press
Jenny Vega places an order at a Burger King restaurant in Miami on Wednesday. Today, Burger King launches 10 new menu items including smoothies, frappes, specialty salads and snack wraps in a star-studded TV ad campaign. It’s the biggest menu expansion since the chain opened its doors in 1954.
The Associated Press
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MIAMI — When Burger King set about to fix its ailing empire, the fast food giant started by scrutinizing everything on the menu — even the mayonnaise.

A group of Burger King executives and franchisees last year sat through a lengthy presentation complete with charts and graphs on how oils and eggs affect the quality of the spread. A blind taste test of 30 varieties followed. The verdict: They liked the one Burger King was already using.

“That was actually a pretty hard day,” recalls John Koch, Burger King’s executive chef.

It wasn’t the only one. Over the past year, Burger King evaluated all of its ingredients from the bacon to the cheese slices it serves on its chargrilled burgers as part of a yearlong quest to reverse years of slumping sales of its Whoppers and fries. The result: Today, it plans to launch a lineup of smoothies, frappe coffees, chicken strips and snack wraps. The 10 new items mark Burger King’s biggest menu expansion since the chain opened its doors in 1954.

Burger King’s food odyssey shows how grueling it can be for a fast-food company to come up with new menu items — a process most Americans aren’t aware of when they’re handed a bag at a drive-thru window. Burger King is the latest chain to revamp its menu as part of the fast-food industry’s move away from its nearly single-minded courtship of young men. Once the lifeblood of the industry, the economic downturn hit those junk food fanatics particularly hard. At the same time, Americans’ generally have been demanding healthier options.

Burger King has failed to evolve even as competitors have gone after new customers with breakfast items and healthier fare. Last year, Wendy’s for the first time edged out Burger King as the nation’s No. 2 burger chain behind McDonald’s. To stem the decline, Burger King executives last year decided to remodel its aging system of 7,200 stores to make them more contemporary, redesign worker uniforms with aprons so they stay clean and even serve the iconic Whopper in cardboard cartons instead of paper burger wrapping for the first time in more than 20 years. The food, however, is at the heart of its plan.

Consumers have longed for more food options at Burger King, but the revamp is a gamble. The new menu may not go far enough to differentiate Burger King from its competitors.

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Enough Already
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April 09, 2012
Maybe they should consider going back to their roots...freshly cooked burgers and dress them AFTER they are ordered on just then toasted buns. I ALWAYS get a soggy bun wilted lettuce and warm tomatoes, pickles, etc. and old tasteless meat (The very few times I give them a try). And go back to better fries...go with what got you to the top and I would come back but the rest of this is just hokeus-pokeus wishful dreams that will not work. Watch and see.
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