The big fast food chains just continue on their march away from their core business. McDonald’s thinks it can beat Starbucks with McCafe, Pizza Hut is getting all up in Subway’s sandwich business with the P'zolo and Subway is taco-belling their business with nachos. And now comes word that Burger King wants to lure customers away from being king of burgers with a barbecue party — and a bacon sundae.
Yes, Burger King is launching several pork, beef and chicken sandwiches along with a bacon sundae — vanilla soft serve with fudge, caramel, bacon crumbles and a piece of bacon.
Now, we happily jump on the bandwagon that “everything taste better with bacon” but at 510 calories, 18 grams of fat and 61 grams of sugar, we’re just not sure our heart can take it.
There’s no question that Burger King is having a tough go of it lately, and this is the latest push to win back customers with a revived menu that ignores the fact that their name says that they’re King of burgers—not chicken or BBQ or bacon.
BK has been expanding its menu all year, with fruit smoothies, snack wraps and new salads. The items were intended to go after a broader audience of moms and families, a shift from the chain's old strategy of courting young men they called Super Fans.
Burger King also recently introduced a new advertising tagline—"Taste Is King," replacing the old stalwart "Have It Your Way.” With all these changes, we wonder if the corporate execs have considered getting rid of the word “burger” from their name. After all, Kentucky Fried Chicken changed their name to KFC to avoid the “fried” reference when they made recipe shifts.
We think we’ll just start calling them “The King.”
That would be a Whopper of a change.