TenderCrisp Chicken Sandwich Is A Sensory Experience:
Tender and Juicy on the Inside and Crisp and Flavorful on the Outside
MIAMI, March 19 /PRNewswire/ -- Burger King Corporation today announced
the launch of the new TenderCrisp Chicken Sandwich, a best-in-class, fried
chicken sandwich that will be a permanent addition to the menu at BURGER
KING(R) restaurants nationwide. New advertising will also debut featuring the
indulgent chicken sandwich and reinforcing the Company's 30-year HAVE IT YOUR
WAY(R) heritage. The new advertising is the second wave of television creative
produced by Crispin, Porter + Bogusky following a strategic shift in the
Company's advertising agency.
"Consistent with our philosophy of letting Guests HAVE IT YOUR WAY(R), our
new TenderCrisp Chicken sandwich joins the great-tasting Chicken WHOPPER(R)
and popular Original Chicken Sandwich on BURGER KING(R) menus nationwide,"
said Russ Klein, chief marketing officer, Burger King Corporation. "Consumers
want variety and they want to treat themselves to the best. This indulgent
sandwich delivers on its name, offering Guests a total taste experience with a
combination of crisp...tender...and...juicy taste in every bite."
Mouth Stretching Chicken Wrapped In Crisp-a-licious-ness
The new made-to-order, indulgent TenderCrisp Chicken Sandwich features a
large, distinctive build with two new ingredients: a 5.2-oz whole chicken
breast filet fried to golden perfection and a Corn-Dusted Bun topped with
fresh lettuce, juicy red ripe tomatoes and creamy mayonnaise. As with all
BURGER KING sandwiches, Guests can choose to order their TenderCrisp sandwich
their way by adding items such as cheese, bacon, ketchup and/or mustard, or
deleting any ingredients they wish. The suggested retail price for the base
sandwich is $3.29 and $4.99 for the value meal.
The Original Chicken Sandwich Here To Stay
The Original Chicken Sandwich will remain on the menu at BURGER KING(R)
restaurants nationwide. Featuring a crispy all-white meat chicken patty topped
with fresh lettuce and creamy mayonnaise, together on a hoagie-style sesame
seed bun, the Original Chicken Sandwich is a proven winner. "The Original
Chicken has been one of consumers' favorite sandwiches since its introduction
more than 25 years ago. It has a very loyal following and it is here to stay,"
said Klein.
Chicken The Way You Like It
The advertising produced by Crispin, Porter + Bogusky focuses on the
Company's core equity of HAVE IT YOUR WAY(R) in a humorous, entertaining, fun
and unexpected way. The sandwich will be also supported by national radio,
Internet and in-restaurant merchandising.
About Burger King Corporation
We Take Pride in Serving Our Guests the Best Burgers and a Variety of
Other Great-Tasting, Healthy Foods Cooked Over an Open Fire. That's What We're
All About.
The BURGER KING(R) system operates more than 11,285 restaurants in all 50
states and in 58 countries and territories around the world. Ninety-one
percent of BURGER KING restaurants are owned and operated by independent
franchisees, many of them family-owned operations that have been in business
for decades.
Burger King Holdings, Inc., the parent company, is private and
independently owned by an equity sponsor group comprised of Texas Pacific
Group, Bain Capital and Goldman Sachs Capital Partners. In fiscal year ending
June 30, 2003, Burger King Corporation had system-wide sales of $11.1 billion.
To learn more about BURGER KING, please visit the company's website at
http://www.burgerking.com.
SOURCE Burger King Corporation
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Related links:
http://www.burgerking.com
Photo Notes:
NewsCom:
http://www.newscom.com/cgi-bin/prnh/20040319/FLF003
http://www.newscom.com/cgi-bin/prnh/20031014/BKLOGO
AP Archive: http://photoarchive.ap.org
PRN Photo Desk, photodesk@prnewswire.com
Company News On-Call:
http://www.prnewswire.com/comp/124650.html
CONTACT:
Laina Hanna, Burger King Corporation,
+1-305-378-7277
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