Burger King’s chicken sandwich marks a shift in chain’s menu strategy


Burger King’s new chicken sandwich “Ch’King” is seen on display in New York, NY, May 19, 2021.

Aleksandra Michalska | Reuters

When Burger King launched the Ch’King nationwide earlier in June, it wasn’t just releasing a new chicken sandwich.

It was also marking a shift in the burger chain’s menu strategy, according to Jose Cil, chief executive of Burger King’s parent company, Restaurant Brands International.

“Our focus on menu is shifting from promotional to foundational, doing the hard work on the core menu offering to make sure that we have great-tasting food that our customers can rely on, day in and day out,” Cil said at the Evercore ISI Consumer & Retail Summit on Thursday.

He noted that…


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