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Ad features fashion designer creating haute couture designer pouch for new fire-grilled salads
Advertising features fashion designer hired to create haute couture designer pouch as the ultimate lunch accessory for new fire-grilled salads.
May 11, 2004
MIAMI, May 12 /PRNewswire/-- Building on the momentum created by the introduction less than two months ago of its TenderCrisp and Spicy TenderCrisp chicken sandwiches, Burger King Corporation today announced that its new Fire- Grilled Salads line is being rolled out nationally this week. With its new salads line, Burger King Corporation becomes the first national fast food hamburger restaurant to offer fire-grilled shrimp. The salads also are available with fire-grilled chicken. Guests can choose from Garden or Caesar salads that are served with a specially designed pouch to keep the fire-grilled shrimp and chicken toppings hot, while the greens remain cool and crisp. The Garden salads are a mix of Iceberg, Romaine and Spring lettuce and are also dressed with freshly shaved Parmesan cheese, crunchy Parmesan toasts and ripe grape tomatoes, baby carrots, cucumber slices and red onions. The Caesar salads consist of a blend of fresh Iceberg and Romaine lettuce, freshly shaved Parmesan cheese, ripe grape tomatoes and crunchy Parmesan toasts. Supporting the national salad introduction is new advertising that tells the story of a fashion designer -- Tom Ugoff of the House of Ugoff -- who was "commissioned" by Burger King Corporation to create designer pouches for its new Fire-Grilled Salads line. From New York to Los Angeles, these couture pouches are expected to become the ultimate in lunch accessories, helping keep the specially seasoned Fire-Grilled toppings steaming hot.Hot, Hot, Haute CollectionThe new line of Fire-Grilled Salads is hot, hot ... haute. Consumer reaction to Burger King Corporation's new Fire-Grilled Salads has been positive and above expectations. "These salads set a new standard of quality, freshness and taste in our industry, and will help the BURGER KING® brand compete in the growing arena of fresh and lighter foods offered in the category," said Russ Klein, chief marketing officer, Burger King Corporation. Suggested retail price of the Fire-Grilled Chicken salad is $3.99, while the suggested retail price of the Fire-Grilled Shrimp salad is $4.39.Phat Fashion That's Not So FatTaste the new BURGER KING® Fire-Grilled Salads, and you'll never guess that the salads are fully dressed, while the fat and calories have been trimmed. Guests counting calories can now choose between a variety of salad combinations for a satisfying meal that is less than 410 calories and 20 grams of fat. The salads also are available with a Fat Free dressing that brings the salads to less than 350 calories and 13 grams of fat. Each salad is prepared and served in an entree salad bowl with snap-fit lid. Consistent with the company's philosophy of HAVE IT YOUR WAY®, guests can choose one item from each of the following categories:--Fire-Grilled Chicken and Shrimp -- Chicken with garlic and herb seasoning -- Shrimp with dry rub seasoningGarden Fresh Salad Bases-- Garden: Iceberg, Romaine and Spring lettuce mix, shaved Parmesan cheese, garlic Parmesan toasts, grape tomatoes, red onion slices, cucumber slices and baby carrots -- Caesar: Iceberg and Romaine lettuce mix, shaved Parmesan cheese, grape tomatoes and garlic Parmesan toastsCool, Creamy, Dreamy Dressings-- Sweet Onion Vinaigrette: paired with Garden salad base -- Creamy Garlic Caesar: paired with Caesar salad base -- Tomato Balsamic Vinaigrette: option with any salad base-- Garden Ranch: option with any salad base -- Fat Free Dressing: option with any salad base These new salads provide consumers looking for variety with fresh, convenient and great-tasting options.About Burger King CorporationOur vision: We proudly serve the best burgers in the business, plus a variety of real, authentic foods ... all freshly prepared ... just the way you want it. The BURGER KING® system operates more than 11,220 restaurants in all 50 states and in 60 countries and territories around the world. Ninety-one percent of BURGER KING restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. Burger King Holdings, Inc., the parent company, is private and independently owned by an equity sponsor group comprised of Texas Pacific Group, Bain Capital and Goldman Sachs Capital Partners. In fiscal year ending June 30, 2003, Burger King Corporation had system-wide sales of $11.1 billion. To learn more about BURGER KING, please visit the company's website at http://www.burgerking.com.
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