Got a "whopper" of a new product idea? Burger King is all ears
“The broiler takes the flame-broiled taste that consumers know us for and gives us the ability to be very revolutionary with the food offerings we can deliver,” said John Schaufelberger, Burger King’s senior vice president of product marketing and innovation. Company officials say the new broiler already is installed in about 60 percent of U.S. stores and should be available systemwide by January 2010.
In April, stores in regional markets will start promoting the first new offering designed for the new broiler: the XTC Steakhouse Burger, a thicker, juicier offering in one of three flavors.
Priced at $4.69, the new burger is at the high end of Burger King’s price scale - while comparatively priced with casual restaurant offerings. The most elaborate new burger combines Swiss, cheddar and American cheese with bacon, Parmesan peppercorn sauce and more, the newspaper reported. Other tests (Las Vegas, Indianapolis) will involve fire-grilled pork ribs.