Flame-grilled burgers have been a Burger King signature for 70 years. Now the Miami-based burger giant is bringing flame grilling to its chicken sandwich and wrap platforms with several items in test in Omaha, Nebraska, and Huntsville, Alabama.
Starting Thursday, select BK restaurants in those locations are offering a lineup of Flame-Grilled Chicken Sandwiches and Wraps. Customers have the option of swapping in a flame-grilled boneless chicken breast in Classic, Fiery and Bacon Swiss Royal Crispy chicken sandwiches. And a half flame-grilled chicken breast can be substituted in the chain’s Flame-Grilled Royal Crispy Wraps, available in a variety of flavor profiles: Classic, Fiery, Honey Mustard, Philly, Fiery Bacon and Bacon and Cheddar.
“Huntsville and Omaha offer a unique opportunity for guests in those markets to be the first to try the all-new Flame-Grilled Chicken Sandwiches and Wraps. As with all market tests, Burger King guests in the area will provide feedback that helps determine whether these products will be launched nationally,” said a BK spokesperson in a statement.
This isn’t the first time Burger King has introduced a grilled chicken sandwich. In fact, the BK Broiler launched in 1990 in a push to offer healthier fast-food options. That chicken sandwich went through several iterations since, but this is the first time Burger King is embracing its flame-grilled cred to differentiate the product.
Branding the sandwiches as “flame-grilled” is in sync with BK’s massive campaign to “Reclaim the Flame.” The $400 million dollar revitalization plan, initiated in September, 2022, covers marketing, store remodels and technology upgrades. Last year, in Chapter 2 of the initiative, Burger King introduced a new digital-focused prototype called “The Sizzle.” So far, “Reclaim the Flame” is producing strong results in same-store sales and franchise profitability.
Burger King upgraded its chicken sandwich in 2021, during the height of the so-called “Chicken Sandwich Wars” when dozens of chains launched fried chicken sandwiches after the phenomenal success of Popeyes’ version. At that time, BK transitioned to fresh rather than frozen chicken and hand-breaded the boneless breasts in-house to create the BK Royal Crispy Chicken Sandwich.
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