Burger King Launches Flame-Grilled Chicken Sandwiches and Wraps in Test Markets

Burger King is testing flame-grilled chicken for new sandwiches and wraps at select restaurants in Omaha and Huntsville. The company aims to innovate its menu with fresh, flavorful options.

Burger King Debuts Flame-Grilled Chicken Sandwiches and Wraps in Omaha and Huntsville

According to a recent report by Restaurant Business Magazine (RBM), for 7 decades, Burger King has been synonymous with flame-grilled sandwiches. The Miami-based burger behemoth is now implementing flame grilling in its chicken sandwich and wrap platforms. Several items are being tested in Omaha, Nebraska, and Huntsville, Alabama.

Beginning on June 6, certain Burger King restaurants in those locations will offer a selection of flame-grilled chicken sandwiches and wraps. Customers can substitute a flame-grilled boneless chicken breast in the Classic, Fiery, and Bacon Swiss Royal Crispy chicken sandwiches. The Flame-Grilled Royal Crispy Wraps can be substituted with a half flame-grilled chicken breast. Various flavor profiles offer these wraps, including Classic, Fiery, Honey Mustard, Philly, Fiery Bacon, and Bacon and Cheddar.

"Huntsville and Omaha offer a unique opportunity for guests in those markets to be the first to try the all-new Flame-Grilled Chicken Sandwiches and Wraps. As with all market tests, Burger King guests in the area will provide feedback that helps determine whether these products will be launched nationally," said a BK spokesperson.

Burger King Revamps Chicken Menu with Flame-Grilled Options as Part of $400M "Reclaim the Flame" Campaign

Burger King has previously introduced a grilled chicken panini. The BK Broiler was introduced in 1990 to provide healthier fast-food alternatives. Despite the chicken sandwich undergoing numerous modifications since its inception, Burger King is now utilizing its flame-grilled reputation to distinguish its product for the first time.

The branding of the sandwiches as "flame-grilled" aligns with BK's extensive campaign to "Reclaim the Flame." The $400 million revitalization plan, implemented in September 2022, encompasses technology enhancements, store remodels, and marketing. Burger King introduced a new digital-focused prototype known as "The Sizzle" in Chapter 2 of the initiative last year. "Reclaim the Flame" is generating robust results regarding franchise profitability and same-store sales.

Burger King enhanced its chicken sandwich in 2021, during the "Chicken Sandwich Wars," when dozens of chains introduced fried chicken sandwiches in response to the extraordinary success of Popeyes' version. At that time, BK shifted to fresh chicken instead of frozen chicken and hand-breaded the boneless breasts in-house to develop the BK Royal Crispy Chicken Sandwich.

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