Chicken nuggets are next on Burger King’s reinvention plan

Key Points:

• Burger King is launching new chicken nuggets in the US starting September 1 as part of a multiyear plan to improve food quality and sales, responding to consumer complaints about the current nuggets being "rubbery," "dry," and "disappointing."
• The new nuggets feature all-white meat, crispier breading, and an improved marinade, accompanied by revamped sauces like sweet and sour, honey mustard, and buffalo, with prices ranging from $1.99 to $7.49.
• Burger King’s recent food improvements, including a remodeled Whopper, have contributed to an 8.5% increase in US same-store sales last quarter, surpassing McDonald’s growth and positioning Burger King as the second-largest US burger chain ahead of Wendy’s.
• The fast-food industry is increasingly focusing on chicken due to rising beef prices and consumer preference for healthier options; Burger King’s entry into the chicken nugget category aims to capitalize on this trend and boost sales, especially among families and kids.
• Experts note that improving nuggets can increase order size and appeal to a broader customer base, as nuggets are popular add-ons at competitors like McDonald’s and Chick-fil-A, where around 30% of guests add them to orders compared to about half that at Burger King.