News

After 40 years, Burger King brings back the Yumbo sandwich

December 2, 2014

Burger King has brought back its Yumbo hot ham and cheese sandwich for the first time since 1974.

The Yumbo is available for a limited time and includes slices of black forest ham, American cheese, lettuce and mayo, all served on a toasted hoagie bun.

The sandwich originally launched in 1968 and was taken off the menu in 1974, according to a news release. Unlike the original, however, the new iteration features lettuce, mayo and a hoagie bun.

"We're always listening to our guests through our franchisees, in social media and via guest relations," CMO Eric Hirschhorn said in the release. "The return of the Yumbo Hot Ham & Cheese Sandwich is the latest example of how we're able to give our guests what they've asked for. Our strategy to selectively bring back favorite foods has helped us connect with our guests while also driving business results."

The company's 2013 franchisee of the year, Tom Walsh Jr., added that the Yumbo's return is an example of how franchisees are working with the parent company on menu and marketing initiatives.

The Yumbo Hot Ham & Cheese Sandwich is available for a suggested price of $3.69 and is now part of the 2 for $5 menu.

To support the sandwich's return, a 360-degree marketing campaign, including TV, social media, PR and in-restaurant merchandising, has been launched. The campaign features images and language from 1974, including a Yumbo Social Hotline at 1-844-BK-YUMBO that pokes fun at the analog era. The message states:

"Why do we have a hotline? Because the Yumbo is hot. To like the Yumbo, press 1; to share the Yumbo, press 2; to comment about the Yumbo, press 3. If you're still not quite sure what the Yumbo is, press 4; to find a Yumbo near you, press 5."

(Those who press 4 are greeted with a throwback commercialized song about the sandwich, with lyrics that include: "We hope this phone call will make you more social").