The Sandwich King Specialty Sandwich is a sandwich line developed by the international chain of Burger King international chain restaurants in 1978 and introduced in 1979 as part of a new product line designed to expand Burger King's menu with more sophisticated, adult-oriented fare outside hamburger. In addition, the new line is intended to differentiate companies from other fast food hamburger restaurants at the time. Since the introduction of the line, other sandwiches have been discontinued, leaving the chicken offered, Original Chicken Sandwich (abbreviated OCS ), as the main remaining product. In addition, other sandwiches that use the same rolls as chicken sandwiches have been introduced to the menu of both domestic and international companies since the original product line was introduced.
Burger King markets authentic Chicken Sandwiches with several different names globally, including Long Chicken , Chicken BK and Royal Chicken on the international market. business. The company also produces other variants that are specifically tailored to meet the preferences of local flavors or customs from different regions and countries where it does business. To promote a continuing interest in the product, Burger King occasionally releases a limited time variant (LTO) on the line that has different toppings or ingredients like ham, Italian sausage, or pulled pork. Being one of the company's major offerings, Specialty Sandwich is sometimes the center of product advertising for the company. Despite being a major product line in the company's portfolio, Burger King has listed a small number of global trademarks to protect its investments in products.
Video Burger King Specialty Sandwiches
History
During the mid-1970s, Burger King had problems with operations, franchises and pictures. In 1978, Donald N. Smith was hired from McDonald's to help restructure Burger King's corporate operations to better compete with his former company and the upcoming chain, Wendy. As part of an operational reshuffle dubbed "Operation Phoenix", Smith reorganized Burger King's corporate operations. He also embarked on a development plan for a new product line that will become a Specialty Sandwich line. Development began that year, and while the company found that a new product line would add an eight-second delay to the estimated time of order production and would cost about $ 39 million in lost productivity, this product was introduced in 1979. Although this is a possible sales loss. and time issues, new products succeeded and company sales increased 15 percent.
This line - with lots of non-hamburger sandwiches, including chicken and fish - significantly expands the vast menu of Burger King. The number of new additions, some new sandwiches made with different ingredients made possible due to the Burger King kitchen design. This chain kitchen is modeled around a more flexible concept that allows for multiple workflow operations in which the preparatory station can be more easily reassigned. In comparison, McDonald's kitchen at the time was a more rigidly designed assembly line concept intended to quickly produce a more uniform product and not easily adapted to new products. This more rigid system prevents McDonald's from extending the menu to effectively compete with Burger King and other similar chains that are more flexible and have a better position to expand their menu.
The introduction of the Specialty Sandwich line is one of the first attempts by major fast food chains to target specific demographics, in this case adults between the ages of 18 and 34, whose members may wish to spend more on higher quality products.. Included in the new lineup are Original Chicken Sandwich, ham and cheese sandwiches, roast beef sandwiches, a new fish sandwich called Long Fish Sandwich, and a new burger called Sirloin Steak Sandwich. The ham and cheese sandwich replaces the previous version of ham and cheese sandwich called Yumbo which is served hot and hamburger-sized. In 1981, the chain tested parmigiana veal sandwiches in restricted areas of the United States and made it national in 1982. It was also sold in New England as part of a limited time offer (LTO) in 1988.
Although most of the queues have been stopped, the company's Original Chicken Sandwich is still offered in North America, Europe, and other markets. The ham and cheese sandwich is a regional offering, but was reintroduced nationally in the United States as Yumbo Sandwich in November 2014. The name Yumbo refers to a snack-based sandwich smaller than the 1970s and early 1980s which is a ham and cheese heated sandwiches served on a smaller hamburger roll. Long Fish was stopped and Whaler fish sandwich was reintroduced in 1983, while the Burger Steak sandwich was stopped completely.
Maps Burger King Specialty Sandwiches
Product description
Original Chicken Sandwich
The Original Chicken Sandwich consists of fresh-baked fried chicken with mayonnaise and lettuce on a sesame seeds sub-style bread. Burger King will also add whatever spices it sells on demand based on its long "Have It Your Way" slogan. In addition, Burger King has sold several different promotional varieties over the years as a limited time offer (LTO), such as a Philly sandwich with American cheese, peppers and onions or Angry Chicken Sandwich served with chili cheese, bacon, "Angry" sauce, jalapeo slices, mayonaise, lettuce and tomatoes.
Prominent variant
The International Chicken Sandwich line was introduced in 1988 and is a group of three sandwiches with different toppings associated with cuisines from various international regions. Italian Chicken Sandwich is a chicken parmigiana sandwich with marinara and mozzarella sauce, French Chicken Sandwich is a Chicken Cordon Bleu sandwich with Swiss ham and cheese, and American Chicken Sandwich has mayonnaise, lettuce, tomato and American cheese. Similarly-inspired regional sandwiches include Philly Chicken Sandwich, which is a chicken version of a Philly cheese sandwich made with red and green peppers, onions and cheese, and Hawaiian BK Chicken with mayonaise, lettuce, bacon, American cheese and pineapple sold in Zealand New.
Burgers
In addition to the Original Chicken Sandwich, Burger King has sold or sold several other sandwiches similar to Special Sandwiches. Some burgers have been sold in this sandwich family, including a pair of triple cheeseburgers called Limo Burger and X-Tra Long Cheeseburger , Bull's-Eye Barbecue Burger which is a double cheeseburger type that includes two hamburger buns, American cheese, bacon and Kraft Bull-eye barbecue sauce, and BBQ Hero which is also another type of double cheeseburger with barbecue sauce, bacon, lettuce , tomatoes, and onions. The company introduced another burger in this family called Extra Long BBQ Cheeseburger in June 2014. The sandwich consists of two burger patties, BBQ sauce, and onion rings. Its composition is similar to the Rodeo Cheeseburger chain.
Other products
The grilled Italian sausage sandwich was sold in 1992 and served with onions and peppers or parmigiana with mozzarella cheese and marinara sauce. As part of the company's BK Company Dinner campaign in 1993, this chain introduced roasted grilled buns with tomato and onion sauce in the United States. In 2013, Burger King sells bratwurst sandwiches in a limited time offer in the states of Wisconsin and Illinois in the US. This sandwich features bratwurst produced by Johnsonville Foods, raw onions and yellow mustard. Though discontinued, the sandwich sandwich version has been re-released several times since the 1970s. The BK Dinner Bucket features a steak sandwich, and in 2003 New Zealand's Burger King introduced the Big Bloke Steak Sandwich which is almost identical to the 1979 sandwich.
In the summer promotion of 2015, Burger King brings back an exciting pork sandwich, previously sold in 2012 and 2013, in a new format related to its new "XL" (extra long) sandwich. Original sandwiches are served on what the company calls "artisan" rolls with pickles, onions, Sweet Baby Ray barbecue sauce and coleslaw sauce, while 2015 XL Pulled Pork sandwich removes the coleslaw sauce and turns into a bolsted steak 7-inch from Specialty Sandwich.
Ads
Burger King introduced the Specialty Sandwich line under the Burger King and I promotional campaign developed by J. Walter Thompson (JWT) agency. The ads show customers and employees who praise new sandwiches along with a brief description of the products being sold. Actor Stuart Pankin plays a doorman in a commercial in the series. One of the promotions used is a scratching game called What's My Expertise? where the customer will receive the card with their purchase in which they must match the famous person with the person's profession. The ad explains that if you are expected to lose, you will be disappointed, because all cards are winners. Prizes include French fries, sodas and sandwiches.
The Parmesan Veal Sandwich was introduced in a series of ads from JWT centered around a new corporate advertising slogan, "Are you not hungry - for Burger King now?" targeting demographic men aged 19 to 49 years. The campaign is part of a back-to-basics program designed to put the company on a more competitive footing with main rival McDonald's, which spends Burger King's advertising budget with a factor of three. With this new program, the company hopes to establish itself as a higher-quality alternative to McDonald's.
The meatloaf sandwich is part of the new Dinner Dinner BK product line and service concept. To promote product lines and concepts, Burger King commissioned agents based in New York D'Arcy Masius Benton & amp; Bowles to create a series of ads "BK Teevee" featuring MTV VJ Dan Cortese. The tag line developed for promotion is "BK, I love this place". The advertising program was designed as part of a back-to-back plan by Burger King after a series of disappointing ad schemes including the failure of the 1980's Where's Herb campaign? . The Dinner Bucket is one of the two main parts of the plan, such as the newly introduced value menu in response to similar offerings at McDonald's, Taco Bell, and Wendy's.
In the fall and winter of 2007, BK advertises an Italian chicken sandwich with an ad produced by Crispin Porter Bogusky (CP B) who plays the theme "Have it Your Way" on an accordion with simple text inserts asking customers whether they have a problem with bread sold only in BK. This insert plays the stereotype of the "tough guy" of Italy. Another advertisement in 2014 features sandwiches as a seeded part of 2 companies for $ 5 promotions, discount promotions where customers can buy two sandwiches for $ 5.00.
Controversy
The introduction of beef-based sandwiches in 1980 raised the anger of animal rights groups. In 1982, several groups alleged that beef supplied to Burger King was probably stored in battery cages, immovable, and fed a low-iron diet designed to produce light meat associated with veal. As a result of this protest, these groups led a three-state boycott of Burger King in April 1982. Critics of the boycott claim that the type of veal that is used is more likely to become free game meat due to cost issues, claiming that there is no way $ 2.00 sandwich will use a higher quality $ 15.00/lb of veal. Rights groups refuse to step down despite claims of costs because Burger King will only release the name of the meat processor, not its veal supplier. The chain finally announced that it intends to pull sandwiches from the market, stating that it was not for a boycott but because of a lack of consumer demand. In fact, the chain says sandwiches sell best in markets where the majority of protests occur.
The 2009 advertising campaign in Singapore for the company's new cheese burger BK Super Seven Incher , creates an important controversy over advertising content. Initially and mistakenly associated with the Burger King advertising company at the time, Crispin Porter Bogusky, which had caused controversy with some misogynous and culturally insensitive American and European ads, it was later revealed that an unnamed local Singapore company was responsible for the campaign. The printed version of the ad ( in the photo ) makes a clear connection with sandwiches and oral sex using imagery and less than a subtle allusion in the printed description in the ad. Critics around the world complain that the ads are "disgusting," and "too far".
Almost every aspect of advertising is criticized. Blogger Rein Bhagwandat noted that his copy featured terms like "punches" which he felt alluded to the term slang "blowing a job". She also believes that the image of the woman in the ad has been sexually expressed which she thinks is the object of the woman in general. An article in Psychology Today voiced the Bhagwanders concern, adding that the advertisement was publicly displayed in the public sphere, and could have disturbing implications for parents to explain the content to younger children.
Trademark
In some markets, Original Chicken is called " Chicken Royale ", "King de Pollo " (King of Chicken), or " BK Chicken ". Burger King currently has no trademark under the name Original Chicken Sandwich or Special sandwiches in the US, Canada and Europe. Alias ​​Long Chicken is a trademark in Europe, King de Pollo in Central and South America, and Chicken Royale in Europe and the Middle East; all displayed with the symbol "circle-R" (Ã,®) in these markets.
See also
- List of Burger King products
- TenderCrisp
- grilled chicken sandwich BK
Note
Note :
- 1. English trademarks with the prefix "EU" are the broad trademarks of the European Community.
- 2. The US, European and New Zealand trademark office does not permit the direct linking of trademark information.
Trademark information
References
Source of the article : Wikipedia
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