Burger King’s new sandwich taps into another beloved ingredient

If you’re looking for an experimental burger, look no further than Burger King.

Amid several years of declining sales and declining consumer status, Restaurant Brands International (RSQ) – Get Restaurant Brands International Inc reportThe self-owned burger chain tried to breathe new life into the brand.

It’s done this by launching a series of burgers that shock either in size (the four-patty Yeti Burger) or in ingredients that combine the seemingly incompatible (burgers topped with everything from fried herring to Nutella).

While many come from the brand’s international branches and are catered to different flavor profiles, others are promotions that rely on shock, surprise or even disgust as their marketing push.

What’s the weirdness this time?

The latest Burger King taps into the beloved mac and cheese to entice eaters.

Burger King Germany has launched a line of sandwiches in which the meat is topped with a breaded mac and cheese patty and a spicy chili sauce.

Available in chicken, beef, and veggie versions, the Macaroni & Cheese Lover sandwich is constructed like what would otherwise be a burger with bread, patty, lettuce, tomatoes, and onions.

The biggest difference is the mac and cheese which is fried as a separate patty and intended to add another dose of carbs to the concoction.

The sandwich is not a permanent addition to the menu but rather a limited time promotion for the summer.

This

will be available at select Burger King locations across Germany but, unfortunately, not in the US

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The German branch of the burger chain has experimented with several unusual burger combinations over the past few months.

As part of a Mother’s Day celebration, guests were asked to come up with burger toppings meant to mimic “the most popular pregnancy cravings among pregnant women.”

While Americans often think of pickles and ice cream, Germans offer everything from fried eggs and bananas to vanilla ice cream and olives.

The nine most popular combinations were dubbed “Pregnancy Whoppers” and sold at German Burger Kings for a short time.

When in Doubt, Go for Mac and Cheese

For fast food chains, these types of products are less a means of generating sales than a means of marketing promotion intended to draw attention to the brand.

Although most of these promotions eventually die out, sometimes it works and helps some products go viral on the internet. It happened with McDonald’s (MCD) – Get McDonald’s Corporation report China cilantro ice cream and chicken and donut sandwich from KFC.

Even though many call it “disgusting”, the attention on the internet gives it a boost and keeps curious people talking about the brand.

Mac and cheese has followed its own trajectory as a fast food trend. Burger King first launched Mac-And-Cheetos as part of a 2016 partnership with Frito-Lay. The product put the macaroni in a larger version of the cheesy corn chip.

Although it was only a limited-time promotion, the product proved popular and sparked several years of chains putting mac and cheese on anything and everything.

Yum! Brands (YUM) – Get yum! Report Brands, Inc.‘s Pizza Hut stuffed it into pizza crust while McDonald’s Korea launched a chicken sandwich topped with macaroni and cheese.

“It’s part of a long tradition of companies creating new combinations of fast food and slightly extravagant snacks – more cheese, more meat, more layers, add sauces, [or] Cheetos, for the crunch and a touch of flavor,” food historian Ashley Rose Young told the BBC in 2019.

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