When the company began, its menu consisted predominantly of hamburgers, French fries, soft drinks, and desserts. In 1957, Burger King added its signature item, the Whopper. This quarter pound hamburger was created by Burger King founders James McLamore and David Edgerton as a way to differentiate BK from other burger outlets at the time. The sandwich became famous enough that BK eventually adopted the motto "Home of the Whopper".
One of Donald N. Smith's first changes to the menu was the addition of the Burger King Specialty sandwich line in 1979, which significantly expanded the breadth of the BK menu with many non-hamburger sandwiches including new chicken and fish offerings. The new specialty sandwich line was one of the first attempts to target a specific demographic, in this case adults 18-34, members of which would be willing to spend more on a higher quality product.
One of Smith's other significant contributions to the menu was the addition of a breakfast product line, which until this time was not a market Burger King had entered.[6] Besides the addition of the Croissan'Wich in 1983, the breakfast menu remained almost identical to the McDonald's offerings until a menu revamp in 1985. This expansion introduced BK's Am Express product line which added new products such as French toast sticks and Mini-muffins.
As the company expanded both inside and outside the US, it introduced localized versions of its products that conform to regional tastes and cultural or religious beliefs. International variations add ingredients such as teriyaki or beetroot and fried egg to the Whopper, beer in Germany, Italy and Spain, and halal or kosher products in the middle East and Israel.
To generate additional sales, BK will occasionally introduce limited time offers (LTOs) that are versions of its core products or new products intended for either long or short term sales.
Items such as the Texas Double Whopper and various sandwiches made with mushrooms and Swiss cheese have been rotated in and out of its menu for several years while products such as its 1993 offering, a Meatloaf Specialty Sandwich and limited table service along with special dinner platters, failed to generate interest and were discontinued.
In order to appeal to as many demographic groups as possible and better compete with its fast food restaurant competitor Wendy's, Burger King added a multi-tiered value menu in 1993 with items priced at 99¢, $1.99 and $2.99 (USD). The project, called Operation Phoenix, was an attempt to add not only a value menu but a line of value meals.
The tiered menu was replaced with a more standard value menu in 1998, while the value meals were separated into their own menu segment. This value menu featured seven products: Whopper Jr., 5 piece Chicken Tenders, a bacon cheeseburger, medium sized french fries, medium soft drink, medium onion rings and small shake. In 2002 and 2006, BK revamped its value menu adding and removing several different products such as chili and its Rodeo Cheeseburger. Many of these items have since been discontinued, modified or relegated to a regional menu option.
To better appeal to a more adult palate and demographic, BK introduced several new products to its menu in 2003, including several new or revamped chicken products, a new salad line and its BK Joe brand of coffee. Some of the new products, including its Enormous Omelet Sandwich line and the BK Stacker line, brought negative attention due the large portion size, amounts of unhealthy fats and trans-fats.
Many of these products feature higher quality ingredients like whole chicken breast, Angus beef, natural cheeses such as Cheddar and pepper jack. Again, not all these products, such as the BK Baguette line, have met corporate sales expectations.
Sources : Wikipedia
Look also : hanamasa, wine
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