Burger King has long been known for one product above all others: The Whopper. So it makes sense that the chain would want to maintain the iconic status of the item as it continues to rethink its brand strategy.
The main reason is that the Whopper was removed from the dollar menu this year, and why according to Restaurant Brands CEO José Cil, it will not return with the same price in the near future.
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“The Whopper is our flagship and our core product that’s been around since 1957,” he said in an interview with Cil Yahoo Finance. “We’re moving out of the core discount and elevating it to its own status. This is a key part of our strategy for BK’s US business.”
When asked if the Whopper will make a comeback on the value menu, Cil’s answer was a resounding “no.”
But customers will have another value offering to choose from. “We have a $5 meal your way, which features a Whopper Jr. We think it’s an amazing value and we’ve seen a good response from our guests,” added the CEO.
In February, Burger King’s parent company announced several major changes to the chain’s board. He was one of them Whopper removed from Duo for $5 promotion. The goal then was to reduce the overall volume of promotions. Paper coupons were also on the block, and the company still is work is in phasing.
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As part of a plan to rebuild the Whopper’s image, Burger King has also launched a new line. Impossible King Whoppers and Impossible Southwest Bacon Whopperswhich became available nationally on June 27. The burger giant offered an offering of plant-based meat products with the improbable success of the Whopper launch in 2019, seeing some of its strongest sales in years.
This year, the chain is doing a variety of lower-end menu items like sundaes and chocolate milk. Customers can expect further menu tweaks, including new releases in the Whopper line.
Amber Lake
Amber Lake is a staff writer at Eat This, not That! and has a degree in journalism from UNF in Jacksonville, Florida. Read more
