News

Burger King revamps its chicken tenders

March 27, 2011

Burger King Corp. has rolled out its revamped chicken tenders to restaurants nationwide, featuring an all new seasoning and shape.

The tenders, which used to be crown-shaped, now resemble basic chicken nuggets in an attempt to appeal to both adults and kids.

To celebrate the launch, Burger King will give away 272 million chicken tenders through a mailed coupon for a free 4-piece serving, with no purchase necessary. The coupons hit mailboxes this week. 

“Our all new chicken tenders demonstrate our continued commitment to offering our guests quality, great tasting food,” said Steve Wiborg, president, North America, Burger King Corp. “Today, we’re proud to announce a new, better tasting tender that we’re sure will satisfy any appetite. That’s why we’re giving away millions of tenders for Americans to try for free.”

A 4-piece chicken tenders offering will join the BK Value Menu for $1. Eight and 20-piece chicken tenders are available for a suggested retail price of $1.99 and $4.99 at participating restaurants.

Tender fans can choose from six different dipping sauces – buffalo, barbecue, zesty, sweet and sour, honey mustard or ranch.

Marketing support will include national TV advertising spots, which will start March 28. The ads will highlight the chicken tenders’ portable size and shape, customizable features through six sauce options, and  their ability to help families connect by making meal time enjoyable and simple.

Separate kids’ advertising will feature the Chicken Tenders making their stage debut with the help of E.B., Easter Bunny, the lead rocker in Universal’s new animated movie, HOP.

Guests also can connect with the “Tender 8” BK Facebook application that lets members of the social networking site choose eight friends to be part of their “Tender 8” network. Those who select their “Tender 8” will receive a coupon for an 8-piece chicken tenders, with the purchase of an 8-piece Chicken Tenders Value Meal.

The chosen friends are then notified and encouraged to hand pick their own “Tender 8” network to receive a coupon of their own. The “Tender 8” network also allows participants to virtually dunk their friends in one of six dipping sauces. In addition, while visiting the BK Facebook page, friends are encouraged to declare one of the available dipping sauces as their favorite.