Industry News | February 1, 2000

BK Offers a New Whopper

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Burger King will offer for the first time ever a new bacon cheddar Whopper¨ for five weeks, beginning Monday, Feb. 28. The newbuild will include four half slices of bacon and two slices of cheddar cheese, the two most popular topping varieties for hamburgers among adult consumers in the US. This is the second new promotional product introduction for Burger King Corporation since January.

"Consumers, particularly those who visit quick service hamburger restaurants, want variety in their burgers," said Dana Frydman, Director, Product Marketing for Burger King Corporation. "While cheese has been and remains the most popular topping on burgers, bacon is quickly earning a loyal following—particularly since it offers a unique flavor."

The promotional product introduction will be supported with national television advertising produced by Lowe Lintas (general market), UniWorld Group (African American targeted advertising), and by Bromley Aguilar and Associates for spots for Spanish-speaking consumers. The advertising breaks Monday, Feb. 28.

"The combined taste profile of bacon and different varieties of cheese have long been the toppings of choice of our ethnic consumers. These types of flavorful combinations are now becoming the trend among general market consumers as well," Frydman said.

The complete build of the new bacon cheddar Whopper¨ (from top to bottom) is: Bun crown, 3/4 ounce mayonnaise, 3/4 ounce shredded lettuce, two tomato slices, 1/2 ounce onion slices, ketchup, four pickle slices, four half strips of bacon, two Cheddar Cheese slices, a four ounce Whopper patty and the bun heel. The nutritional breakout is as follows: 308 g serving size; 820 calories (fully garnished), 480 from fat, 53 total fat grams, 19 grams of saturated fat, and 120 mg Cholesterol. The Have it Your Way¨ food customization philosophy available at Burger King restaurants encourages consumers to custom-order their sandwiches to meet their taste and dietary needs.

Burger King Corporation is a part of Diageo (NYSE: DEO - news), the international food and drinks company, that includes such brands as Pillsbury, Haagen Dazs, and Guinness.