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Burger King launches grilled chicken sandwichBurger King launches grilled chicken sandwich

Chain mocks KFC in new ad

Bret Thorn, Senior Food Editor

February 21, 2019

2 Min Read
burger king
Burger King

Burger King is taking a break from trolling McDonald’s and is going after KFC with the launch of a grilled chicken sandwich. 

It’s made with a 4.05-ounce marinated grilled chicken breast, lettuce, tomato and honey mustard on a potato bun at a recommended price of $4.99. The sandwich is a permanent addition to the menu. 

The Grilled Chicken Sandwich is being promoted with a video featuring the quick-service burger chain’s mascot, the King, dressed as KFC founder Harlan Sanders. A narrator explains that the King is K.F.G., the king of flame grilling, and “a king always outranks a colonel.”

Miami-based Burger King has spent much of its marketing energy over the past year comparing itself to McDonald’s, the segment leader in terms of sales, particularly with knock-offs of the Chicago-based chain’s signature Big Mac.

Burger King’s versions are flame-grilled instead of griddled, which Burger King touts as its signature strength.

“Burger King has been flame-grilling since our first restaurant opened in 1954,” Burger King Corporation North America president Chris Finazzo said in a release announcing the Grilled Chicken Sandwich.

Photo: Burger King

burger-king-grilled-chicken.png“We wanted to celebrate this expertise and show that when it comes to flame-grilling, we ‘reign’ over the competition. We’re not just the King of flame-grilling Whopper sandwiches; we’re also the King of flame-grilling chicken.”

Most of Burger King’s chicken products are battered and fried, including sandwiches, tenders and French fry-shaped “chicken fries.” In 2002 the chain attempted a grilled chicken sandwich with the same build as its signature Whopper, with mayonnaise, lettuce, tomato, onion, pickle and ketchup. The Chicken Whopper was discontinued in the United States but is still sold in the Middle East and India.

Burger King, which has more than 17,000 restaurants worldwide, is a subsidiary of Restaurant Brands International. 

Contact Bret Thorn at [email protected]

Follow him on Twitter: @foodwriterdiary

About the Author

Bret Thorn

Senior Food Editor, Nation's Restaurant News

Senior Food & Beverage Editor

Bret Thorn is senior food & beverage editor of Nation’s Restaurant News and Restaurant Hospitality.

Hi is responsible for spotting and reporting on F&B trends across the country for both publications. 

He is the co-host of a podcast, Menu Talk with Pat and Bret, which features interviews with chefs, food & beverage authorities, and other experts in foodservice operations.

From 2005 to 2008 he also wrote the Kitchen Dish column for The New York Sun, covering restaurant openings and chefs’ career moves in New York City.

He joined Nation’s Restaurant News in 1999 after spending about five years in Thailand, where he wrote articles about business, banking and finance as well as restaurant reviews and food columns for Manager magazine and Asia Times newspaper. He joined Restaurant Hospitality’s staff in 2016 while retaining his position at NRN. 

A magna cum laude graduate of Tufts University in Medford, Mass., with a bachelor’s degree in history, and a member of Phi Beta Kappa, Thorn also studied traditional French cooking at Le Cordon Bleu Ecole de Cuisine in Paris. He spent his junior year of college in China, studying Chinese language, history and culture for a semester each at Nanjing University and Beijing University. While in Beijing, he also worked for ABC News during the protests and ultimate crackdown in and around Tiananmen Square in 1989.

Thorn’s monthly column in Nation’s Restaurant News won the 2006 Jesse H. Neal National Business Journalism Award for best staff-written editorial or opinion column.

He served as president of the International Foodservice Editorial Council, or IFEC, in 2005.

Thorn wrote the entry on comfort food in the Oxford Encyclopedia of Food and Drink in America, 2nd edition, published in 2012. He also wrote a history of plated desserts for the Oxford Companion to Sugar and Sweets, published in 2015.

He was inducted into the Disciples d’Escoffier in 2014.

A Colorado native originally from Denver, Thorn lives in Brooklyn, N.Y.

Bret Thorn’s areas of expertise include food and beverage trends in restaurants, French cuisine, the cuisines of Asia in general and Thailand in particular, restaurant operations and service trends. 

Bret Thorn’s Experience: 

Nation’s Restaurant News, food & beverage editor, 1999-Present
New York Sun, columnist, 2005-2008 
Asia Times, sub editor, 1995-1997
Manager magazine, senior editor and restaurant critic, 1992-1997
ABC News, runner, May-July, 1989

Education:
Tufts University, BA in history, 1990
Peking University, studied Chinese language, spring, 1989
Nanjing University, studied Chinese language and culture, fall, 1988 
Le Cordon Bleu Ecole de Cuisine, Cértificat Elémentaire, 1986

Email: [email protected]

Social Media:
LinkedIn: https://www.linkedin.com/in/bret-thorn-468b663/
Facebook: https://www.facebook.com/bret.thorn.52
Twitter: @foodwriterdiary
Instagram: @foodwriterdiary

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