The self-proclaimed king of burgers now has hot dogs on the menu for the first time in its 62-year history.
Burger King unveiled two versions of the item — a classic and a chili-cheese dog — at a private event Tuesday. One executive called the hot dog the biggest launch since 1970s, when the company introduced its chicken sandwich. The “Grilled Dog” will be available starting February 23rd.
“We’ve worked to bring guests a hot dog that tastes like backyard barbecue,” said Alex Macedo who leads the company’s unit in North America.
Burger King started experimenting with hot dogs in five cities last year, and decided to go nationwide after those sales exceeded targets, said Macedo, who declined to provide additional details. Settling on standard toppings for the classic dog presented a challenge because of local and regional preferences. Burger King ultimately decided on relish, chopped onions, mustard and ketchup.
At $1.99 and $2.29 for the classic and chili-cheese, executives were also watching to see whether hot dog sales cannibalized higher ticket items like Whoppers and Chicken Sandwiches.
But it looks like customers are just adding hot dogs onto their regular orders, according to Macedo. “The average check with a hot dog was higher than the average check without a hot dog,” he said.
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SOURCE: CNN Money – Cristina Alesci