Burger King stares down McRib with rib sandwich promo

Nov. 15, 2013

The QSR segment has had its burger wars and its coffee wars. Now we could be witnessing the beginning of the rib sandwich wars.

The cult-favorite McRib is back at McDonald's restaurants for a limited time. In response, Burger King is offering its new BBQ Rib Sandwich for $1.

Burger King's sandwich includes a boneless fire-grilled rib patty, onions, pickles and a sweet and spicy barbecue sauce, all served on a toasted sesame bun.

"Value and innovation are important to Burger King guests and we're serving plenty of both," said Eric Hirschhorn, chief marketing officer, North America. "We are excited to offer our guests chicken, rib and beef options at a great value – all with the fire-grilled difference Burger King restaurants have always been known for. Our BBQ Rib sandwich is the perfect balance of sweet and spicy and we're thrilled to offer this sandwich at an unbeatable price point of only $1."

The BBQ Rib Sandwich launch comes on the heels of BK's Big King rollout last week, which shares similar characteristics to McDonald's Big Mac.

Read more about food and beverage promotions.

Topics: Food & Beverage , Marketing / Branding / Promotion

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