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Burger King is turning its attention from beef to poultry as it seeks to maintain its recent sales momentum and attract more customers with an improved range of chicken products.
Beginning September 1, the fast food chain will introduce a new version of its chicken nuggets across its United States restaurants. The move forms part of a broader multiyear strategy aimed at improving food quality and strengthening sales by responding more closely to customer feedback.
The company says the new nuggets feature all white meat, crispier breading and an improved marinade. The changes follow thousands of customer complaints describing the previous product as rubbery, dry and disappointing. Burger King will also introduce revamped dipping sauces, including sweet and sour, honey mustard and buffalo.
Suggested prices will range from $1.99 for four nuggets to $7.49 for a 20 piece serving, giving the chain another affordable option as consumers remain increasingly conscious of food prices.
The announcement comes after a strong period for Burger King. The company recently reported an 8.5 percent increase in United States same store sales, putting it ahead of McDonald's by the widest margin in more than a decade. The growth has also allowed Burger King to overtake Wendy's as the second largest burger chain in the United States, as Wendy's continues to struggle with declining sales.
The company's renewed focus on chicken comes as poultry becomes increasingly important in the fast food industry. Rising beef prices and growing consumer interest in chicken have encouraged major restaurant chains to expand their chicken offerings.
McDonald's has introduced revamped chicken tenders, while Taco Bell has brought back crispy nuggets and KFC has expanded its sauce focused concept. Analysts believe Burger King's later entry into the latest chicken competition may not necessarily be a disadvantage because new flavors, sauces and formats continue to create opportunities for restaurants.
The upgraded nuggets could also strengthen Burger King's appeal among families, particularly children, who are often drawn to smaller chicken portions. The chain has previously highlighted the success of its children's meals, including a recent promotional partnership linked to a new Star Wars film.
Industry research also suggests nuggets can increase the value of individual orders. While around 30 percent of customers at McDonald's and Chick fil A add nuggets to their meals, the proportion is roughly half that at Burger King.
With its latest move, Burger King appears determined to make chicken more than a side option and instead turn it into another engine of growth.
