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Burger King plans premium menu items
November 20, 2008
Advertising Age: Burger King is planning a new slate of premium items, including ribs and thicker burgers. The chain is also expanding the chain's "barbell" menu strategy with a variety of both low- and higher-price items.
To prepare the new products, Burger King operators are adding grills and other back-of-house equipment, which a franchisee described as being "a significant expense" for each store. About 20 percent of U.S. locations have the products ready to go, and 50 percent of U.S. locations have the batch broilers in place. National advertising could begin next summer. McDonald's is also testing a bigger burger, the Angus, in limited areas. The chain has yet to decide on a wider test or national rollout.
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Read also, McDonald's places hold on Angus burger rollout.
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