Industry News | May 21, 2010

Pigs Fly as Burger King Releases New Pork Ribs

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Burger King Corporation is firing up guests as the first national fast-food hamburger restaurant to dish up authentic, juicy, bone-in pork ribs. The new smokey, slow-cooked BK Fire-Grilled Ribs — served with a barbecue dipping sauce and available in three different serving sizes — make an ideal snack, add-on item, or a more indulgent meal. The BK Fire-Grilled Ribs are available at participating restaurants for a limited time only.

“Fall-off-the-bone ribs and summer go hand-in-hand, and now we are excited to be the first national fast-food hamburger restaurant to offer our guests an authentic bone-in rib menu offering,” says John Schaufelberger, senior vice president of global product marketing and innovation for Burger King Corp. “Our guests' initial reaction to this product has exceeded our expectations, further validating the Burger King system's investment in our new game-changing broiler. Because of this proprietary cooking technology, we’ve been able to up the ante in our product development across the board, and BK Fire-Grilled Ribs are just the beginning of the innovative product line we can offer with this new cooking platform.”

Guests at participating restaurants can try the ribs by adding on a three-piece serving to a BK Value Meal for a suggested retail price of an additional $1.99. BK Fire-Grilled Ribs are also available for value-conscious customers in three- and six-piece serving sizes designed for snacking or as an add-on item. They are available for a suggested retail price of $2.99 and $5.69 respectively. Alternatively, for those in the mood for a more indulgent serving, an eight-piece order is also available for a suggested retail price of $7.19.

Marketing support for the BK Fire-Grilled Ribs includes in-restaurant merchandising and national TV advertising. Playing off the old adage, “when pigs fly,” the 30-second television commercial shows a “pig” with wings convincing a skeptical guest that Burger King restaurants are now home to deliciously authentic ribs.