Burger King makes cage-free pledge

April 25, 2012

Burger King's aggressive new initiatives – from menu to marketing – continue under 3G Capital's fledgling leadership.

The company has announced two commitments that will enhance the animal welfare standards in its U.S. supply chain, which serves more than 7,200 restaurants nationwide. The company has pledged to transition its U.S. supply chain to 100-percent cage-free eggs by 2017 and to only purchase pork from suppliers that can demonstrate documented plans to end their use of gestation crates for breeding pigs. Both moves are supported by The Humane Society of the United States.

"For more than a decade, Burger King Corp. has demonstrated a commitment to animal welfare and, through our BK Positive Steps corporate responsibility program, we continue to leverage our purchasing power to ensure the appropriate and proper treatment of animals by our vendors and suppliers," said Jonathan Fitzpatrick, chief brand and operations officer, Burger King Corp. "We are proud to announce these new, industry-leading commitments that support meaningful standards of humane treatment in our U.S. supply chain."

According to a press release, Burger King was the first major quick-serve restaurant chain to implement a set of animal welfare policies aimed at reducing cage confinement of egg-laying hens and has continued its progress toward better conditions for animals in its supply chain. Since 2007, BKC continued incorporating more cage-free eggs and purchasing gestation stall-free pork into its supply chain.

"Burger King Corp. has demonstrated when it comes to America's largest fast food chains, it continues to set the standard," said Wayne Pacelle, president and CEO of The Humane Society of the United States. "These changes by Burger King Corp. will improve life for countless farm animals and encourage other companies to abide by animal welfare principles up and down their supply chain."

In 2011, BKC was recognized with the Corporate Progress Award by the HSUS for its industry-leading animal welfare practices. The company also works with industry associations, suppliers, government regulators and BKC's Animal Welfare Advisory Council to make informed decisions about its animal welfare standards.

Cinnabon Minibon rolls added to BK menus

Additionally, Cinnabon Inc. and Burger King Corp. have announced that Minibon rolls will be served at more than 7,000 restaurants throughout the United States by September. The Minibon roll is currently being served in several markets, including Charlotte, N.C., Chicago, Miami, New Jersey and New York, and will expand regionally over the summer.

Served in Cinnabon bakeries since 1987, the Minibon roll is a smaller version of the Cinnabon classic roll, featuring the same Makara cinnamon and signature cream cheese frosting.

"Our growth strategy over the next several years is aggressive and includes growth in franchising as well as licensing in other channels," said Kat Cole, president of Cinnabon. "Our guests throughout the U.S. want to be able to treat themselves to our products, and serving our products in Burger King restaurants helps us serve those fans. We're excited to have the opportunity to celebrate the Minibon roll's 25th birthday by expanding its availability across the country."

The suggested retail value of the Minibon roll is $1.79-$1.99.

"At Burger King we are constantly enhancing our menu to provide more great-tasting options for our guests and we are thrilled to offer Cinnabon Minibon rolls to our restaurant guests," said Alex Macedo, senior vice president, North America marketing, Burger King Corp. "From a tasty breakfast treat to an afternoon snack, the Minibon roll is a best-in-class product that fits in well with our newly expanded menu and will provide our guests with yet another reason to come in to their local Burger King restaurant."

Read more about supply chain news or food and beverage rollouts.

Topics: Business Strategy and Profitability , Coffee/Bakery/Donut , Equipment & Supplies , Food & Beverage , Marketing / Branding / Promotion , Operations Management , Social Responsibility

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