Industry News | May 19, 2000

Burger King's New Spicy Chicken

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Burger King announced May 16 the introduction of the new Spicy Chicken sandwich being launched with an offer for a free medium, 21 ounce size, Frozen Coca-Cola or Frozen Minute Maid Cherry. The Spicy Chicken sandwich, available in participating U.S. restaurants beginning May 22 for four weeks, is the latest in the line of new products introduced by Burger King this year.

All customers who purchase any large sandwich Value Meal, including the Spicy Chicken sandwich meal, will be given a coupon for a free medium Frozen Coca-Cola or Frozen Minute Maid Cherry. This is the first time that Burger King has offered customers a coupon for a free frozen treat, which is sold at a suggested price of $1.29. Coupons may be redeemed at the time of purchase of the Value Meal, immediately after the meal, or anytime prior to June 30, 2000.

The Spicy Chicken sandwich contains a 4-ounce pepper marinated chicken patty with a spicy, crispy homestyle coating; two slices of tomato; 3/4 ounce of shredded lettuce; and a specialty Chipotle sauce on a spicy-flavored bun. The Chipotle sauce combines several ingredients including Chipotle peppers, which are dried jalapeno peppers, and a mayonnaise-based sauce. The sandwich will be sold for a recommended price of $2.89, and the Value Meal, which includes sandwich, french fries and a soft drink, will be sold for a recommended price of $4.39.

Burger King will be supporting the promotion with television and radio advertising featuring the new "Got the Urge" tagline and a voiceover of Kathleen Turner, as well as with as in-store merchandising. Network television advertising, created by Lowe Lintas & Partners, begins airing on May 21.