Industry News | July 26, 2005

Burger King Introduces Chicken Fries

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BK Chicken Fries, an innovative, new chicken strip, officially launch at Burger King restaurants nationwide today. The French fry-shaped strips of premium, all white meat chicken breast will be a permanent addition to the menu at Burger King restaurants across the country. The thin strips of juicy whole muscle chicken breast are coated with zesty, seasoned batter and are served in a distinctive portable container with a built-in well for dipping sauce. Burger King Corporation specially designed the packaging for consumers' hectic, on-the-go lifestyles.

"We spent a tremendous amount of time and resources testing this new menu offering, along with its packaging," says Russ Klein, chief global marketing officer

The suggested retail price for new BK Chicken Fries is $1.69 for a six-piece snack order, $2.69 for a nine-piece meal and $3.99 for a nine-piece Value Meal.

The BK Chicken Fries come with creamy buffalo sauce or one of four indulgent sauces including, barbeque, honey mustard, sweet and sour, or ranch. The packaging fits into a car cup holder for easy, no-mess multi-tasking on the go.

"Consumers are looking for great-tasting, high quality, yet fun, chicken products," says Denny Marie Post, chief concept officer. "They're also looking for value and portability. This new product delivers on all accounts."

In conjunction with the launch of BK Chicken Fries, Burger King Corporation is sponsoring the up-and-coming rock band COQ ROQ(SM) -- a six-man rock group inspired by the cultural phenomenon of Subservient Chicken and BK Chicken Fries.

Three Burger King television commercials, which launch today, will showcase COQ ROQ(SM) as part of the BK Chicken Fries national promotion.

The television ads, created by Miami-based advertising agency Crispin Porter + Bogusky, feature clips from the band's music videos. COQ ROQ's four new audio tracks include the titles "Cross the Road" and "Bob Your Head" featured in two, full-length videos directed by Paul Hunter, the award-wining music video director who has worked with Madonna, Britney Spears, Eminem, Will Smith, Lenny Kravitz and Marilyn Manson.