Burger King Corp. is pleased with consumer response to its BK Fire-Grilled Ribs. Since their debut on May 17, the chain has sold more than 10 million of the smokey, slow-cooked ribs.
"We are proud to be the first national fast food hamburger restaurant to serve bone-in ribs and are pleased that they've been a big hit with our guests," said John Schaufelberger, senior vice president, global product marketing and innovation, Burger King Corp., in a news release. "Their popularity proves that guests are hungry for authentic ribs at a competitive price point."
The riblets are sold with a side of barbecue dipping sauce and are available in three serving sizes, including as a three-piece add-on to a BK Value Meal for $1.99. BK Fire-Grilled Ribs are also available for value-conscious customers in three-, six-, and eight-piece serving sizes at a suggested retail price of $2.99, $5.69 and $7.19 respectively, more for a combo meal.
Critics have questioned whether the casual dining price point will keep consumers from buying from the higher end of the price spectrum. But Burger King is confident that the product — one of many premium items planned for its new broiler — will offset the lower average check that resulted from the company's new emphasis on value.
