When Burger King set about to fix its ailing empire, the fast food giant started out by scrutinizing everything on the menu – even the mayonnaise.A group of Burger King executives and franchisees this past year sat via a lengthy presentation including charts and graphs regarding how oils and eggs affect the quality of the spread. A blind taste test of 30 varieties followed. The decision: They liked the main one www.allfoodmenuprices.org was already using.
“That was really a pretty hard day,” recalls John Koch, Burger King’s executive chef.
It wasn’t the only one. In the last year, Burger King evaluated most of its ingredients from the bacon towards the cheese slices it serves on its char-grilled burgers as part of per year-long pursuit to reverse years of slumping sales of its Whoppers and fries. The end result: On Monday, it plans to launch a lineup of smoothies, frappe coffees, chicken strips and snack wraps. The Ten new items mark Burger King’s biggest menu expansion because the chain opened its doors in 1954.
Burger King’s food odyssey shows how gruelling it may be to get a fast-food company to generate new menu items – an activity most Americans aren’t aware of when they’re handed a bag at a drive-thru window. Burger King is definitely the latest chain to revamp its menu included in the fast-food industry’s depart from its nearly single-minded courtship of men. When the lifeblood from the industry, the downturn in the economy hit those junk food fanatics particularly hard. At the same time, Americans generally have been demanding healthier options.
Burger King has neglected to evolve even as competitors have gone after new customers with breakfast items and healthier fare. A year ago, Wendy’s the very first time edged out Burger King because the nation’s No. 2 burger chain behind McDonald’s. To stem the decline, Burger King executives a year ago decided to remodel its ageing system of 7,200 stores to make them more contemporary, redesign worker uniforms with aprons so they stay clean and even serve the iconic Whopper in cardboard cartons as opposed to paper burger wrapping for the first time in more than 20 years. The food, however, is in the middle of its plan.
Consumers have longed for more food options at Burger King, however the revamp is a g.amble. The brand new menu may not go far enough to differentiate Burger King looking at the competitors.
After all, you can find striking similarities between Burger King’s new items and the offerings of their much-bigger rival McDonald’s. The Golden Arches already presented specialty salads in 2003, snack wraps in 2006, premium coffee drinks in 2009, and fruit smoothies during 2010.
“Being an innovator is critical within the fast-food industry,” said Darren Tristano, an analyst for food industry researcher Technomic Inc. But in recent years, he explained Burger King has been even more of a follower. Burger King executives don’t deny that its new merchandise is pretty close to those on McDonald’s popular menu. Nevertheless they say the new menu was created bgklji a result of www.allfoodmenuprices.org own research.
“Consumers wanted more choices,” said Steve Wiborg, president of Burger King’s North America operations. “Not just healthy choices, but choices they might get in the competition.”
The fast-food industry has undergone a shift in recent years. Just 5 years ago, the best three fast-food companies were all burger chains. But concerns over obesity have paved just how for competitors like Subway, the second-biggest chain, and Starbucks, which climbed up the rankings for the No. 3 spot. Smaller players including Five Guys, which sells made-to-order burgers, are gaining ground too.
McDonald’s quickly adapted. The world’s biggest burger chain reinvented itself being a hip, healthier location to eat by giving wireless Internet and rolling out a string of hit menu items like fruit smoothies, iced coffees and oatmeal. Burger King failed to keep up. Its share of sales among burger chains fell from 17 % 10 years ago to 12 % last year, according to researcher Technomic. McDonald’s share rose from 42 per cent to 50 %.