Burger King’s new LTO Expands the Brands Invitation

Brand protectionism be dammed! Burger King is taking a page out of the McDonald’s playbook incorporating bold global flavors and looks into a seasonal LTO to provide a sales lift.  Foodservice Solutions® Grocerant Guru™ believes it will do just that. 

The new LTO is an A.1.sauce Halloween Whopper sandwich.  The seasonal LTO is a burger unlike any other in America, with a black bun that has A.1. flavor baked in according to the Burger King press release. 

This LTO was  “Inspired by the BURGER KING® brand’s Black Burger in Japan, which created buzz worldwide, the Halloween WHOPPER® sandwich has a look that’s curious to the eye, while the A.1. bun’s flavor is familiar and savory to the palate. The A1 smoky black pepper flavor is baked right into the bread. Layered between the buns is savory flame-grilled beef topped with melted American cheese, ripe tomatoes, fresh lettuce, creamy mayonnaise, A.1.® Thick and Hearty Sauce, crunchy pickles, and sliced white onions.”

Eric Hirschhorn, Chief Marketing Officer, for the BURGER KING® Brand North America stated “We tailored the flavor of the black bun to the American palate with A.1. sauce, a flavor this country loves, and we’re delivering it in a way that’s never been done before by baking it into the bun. It may look Japanese but it tastes like America.” 

Hirschhorn stated “Our U.S. guests have been extremely curious about the bun flavors they’ve seen introduced in Japan and other countries, so we saw the opportunity to bring them an equally unique experience,” said This scary good burger will be available for a limited time at participating restaurants nationwide while supplies last for the suggested price of $4.99. 

International companies that import success from abroad back to the US show have vibrant and flexible a brand must be to compete and maintain global customer relevance.  Brand protectionism is a thing relic of a bygone era.  Ready-2-Eat and Heat-N-Eat fresh prepared food brands must adapt and evolve with consumers in our Omni-channel retail environment. 

Are you trapped doing what you have always done and doing the same way.  Interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit:  www.FoodserviceSolutions.us for more information.