Burger King’s menu goes where McDonald’s had a big flop

While many burger joints tend to stick to the classic combination of burgers and fries, some fast food companies are curious about what else customers might order if given the chance. .

After all, while McDonald’s (MCD) – Get the McDonald’s Corporation report has long been known for classic burgers like the Big Mac and Quarter Pounder, it’s been a hit with its chicken nuggets and ice cream cones (if the machines are working, of course).

That’s why fast food brands often do market testing on non-essential foods that they think might work. Yum! Brands’ (YUM) – Get yum! Report Brands Inc. Taco Bell is testing a tostado made with a giant Cheez-It right now. And no, it’s not a joke. Let’s not forget he made a taco shell out of Doritos which is popular to this day.

Although most of the time this approach results in new foods, there are times when the effort can last. And it looks like Restaurant Brands International (RSQ) – Get the report from Restaurant Brands International Inc. Burger King is willing to try something new that hasn’t worked for competing chains, but it’s taking the risk anyway.

What’s new at Burger King?

While the chicken itself isn’t a stretch at Burger King as the chain currently offers both chicken nuggets and chicken fries, one thing American Burger King fans haven’t had is this are wings.

However, Japanese Burger Kings just launched them for a limited time. Called Yamitsuki Smoky Chicken (or “addictive smoked chicken”), they went on sale June 24 at all participating Burger King Japan locations.

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According to Burger King, these wings contain a smoky sauce that uses the aroma of applewood and hickory, mixed with seven types of spices.

They can be ordered in five and 10 pieces, with a cost of 500 yen (US$3.67) for the five pieces and 1000 yen (US$7.34) for the ten pieces.

Burger King Japan isn’t the only international Burger King restaurant selling chicken wings. Its location in South Africa sells what it calls a “spicy chicken wing“, and the Swiss sites sell king wings. Locations in India also sell grilled and fried varieties.

Why doesn’t Burger King have chicken wings in the US?

There are probably a few reasons why Burger King doesn’t sell wings in the US, but one of the main ones is probably the cost. Chicken wings have been one of many foods that have become more expensive due to inflation, which is why chicken wing chains like Wingstop have tried to sell chicken legs instead.

It could also be due to the lack of success faced by Burger King’s competitors when they entered the market. McDonald’s tried it with Mighty Wings in 1999which was a limited item that many customers deemed too expensive (for context, a 10-pack was $8.99 at the time).

By 2014, McDonald’s was selling its stock of chicken wings at a discount to get rid of a surplus – £10million, to be exact.

Taco Bell also did a Chicken Wings Week in January 2022 where it sold a 5-piece box of bone-in wings coated in queso seasoning and served with tangy Ranch sauce. They disappeared a week later and have never been seen since, much to the dismay of some.

However, it may be for the best that few have achieved this.

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