Burger King Unveils Largest-Ever Menu Expansion
MIAMI, Fla. -- The Home of the Whopper just became the home of salads, snack wraps, chicken strips, smoothies and frappes, too.
Burger King Brands Inc. today unveiled its broadest expansion of food offerings in its 58-year history. In addition to its signature burger products, customers can now purchase Garden Fresh Salads, Chicken Snack Wraps, Real Fruit Smoothies, Frappés and Crispy Chicken Strips for prices ranging from $1.59 to $4.99.
"We spent the last year analyzing every aspect of our business to better understand what our guests expect from the Burger King dining experience," Steve Wiborg, president of Burger King Corp.'s North America division, said in a company news release. "We found that consumers wanted a broader range of menu options to complement our signature fire-grilled burgers. This expanded menu gives consumers more choices and more reasons to visit Burger King restaurants."
To make sure consumers are aware of the new menu choices, Burger King also introduced a huge star-studded advertising campaign today. It features Jay Leno finding his own drive-thru lane to showcase the menu lineup; David Beckham ordering a smoothie; Mary J. Blige signing about the snack wraps; Steven Tyler showing off his rock skills for the chicken strips; Salma Hayek ordering several new menu items for English and Spanish ads; and Sofia Vergara donning a Burger King uniform and making salads and smoothies in Spanish-language ads.
Beckham applauded Burger King's efforts. "With their latest initiatives, Burger King is showing commitment to areas that I'm passionate about, such as supporting charities, helping children and improving the healthier eating options," the international soccer star stated in Burger King's news release. "I am happy to help the brand launch its first smoothie platform, which is a great addition to any diet."
To promote the new menu even more, Burger King will deploy sampling trucks across the country beginning April 18.
Burger King is a division of 3G Capital, a global investment firm. Since being purchased by 3G Capital in October 2010, Burger King has made several operational changes, including new French fries and a home delivery service trial.