Burger King Menu Reinvention Similar to McDonalds

In recent years, Burger King has struggled to stay near the top of the fast-food chain.  The need for healthy eating has become increasingly important for people and oily burgers and fries are becoming less appealing. Competitors like Subway have taken advantage of this change in consumer attitude. Their wide range of salad-laden sandwiches has boosted their popularity, making them the second largest food chain in the country.  Like any other chain of restaurants, large or small, Subway will need to take out restaurant insurance for each new store they open.

Over the past year, Burger King Executives have been working tirelessly to evaluate all the items on their menu and work out what needs to be done in order to boost their dwindling sales.  While other restaurants like McDonalds, Subway and KFC have taken steps to provide healthier option meals, Burger King failed to do so.  That changed however when it was bought by new owners and 15 key executives spent 3 months assessing all aspects of the menu, from the vanilla content in ice cream to their method of frying.

After much debate they settled on a new menu which is currently available in the US, although some similar options can be purchased in the UK. The latest additions include chicken strips, chicken wraps, speciality salads and smoothies.  These new items are healthier than their usual offerings, but they still contain a few more calories than McDonalds.

In addition to similar calorie content, the actual food is very similar to what McDonalds have been offering for sometime. For example, Burger King has a “Ranch Crispy Chicken Snack Wrap” and a “Honey Mustard Crispy Chicken Snack Wrap”. These wraps are 370 and 390 calories respectively. Competing from McDonalds is their 350 calorie Ranch Snack Wrap with Crispy Chicken and their 330 calorie Honey Mustard Snack Wrap with Crispy Chicken. Burger King Executives can not deny that their food is alarmingly similar but they argue they are simply giving the consumers what they demand. President of Burger King’s North America operations, Steve Wiborg said “Consumers wanted more choices. Not just healthy choices, but choices they could get at the competition”.

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