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Burger King ribs hit 10M milestone
June 7, 2010
Burger King Corp. is pleased with consumer response to its BK Fire-Grilled Ribs. Since their debut on May 17, the chain has sold more than 10 million of the smokey, slow-cooked ribs.
"We are proud to be the first national fast food hamburger restaurant to serve bone-in ribs and are pleased that they've been a big hit with our guests," said John Schaufelberger, senior vice president, global product marketing and innovation, Burger King Corp., in a news release. "Their popularity proves that guests are hungry for authentic ribs at a competitive price point."
The riblets are sold with a side of barbecue dipping sauce and are available in three serving sizes, including as a three-piece add-on to a BK Value Meal for $1.99. BK Fire-Grilled Ribs are also available for value-conscious customers in three-, six-, and eight-piece serving sizes at a suggested retail price of $2.99, $5.69 and $7.19 respectively, more for a combo meal.
Critics have questioned whether the casual dining price point will keep consumersfrom buyingfrom the higher end of the price spectrum. But Burger King is confident that the product — one of many premium items planned for its new broiler — will offset the lower average check that resulted from the company's new emphasis on value.
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