Burger King is adding wieners to the grill
Burger King is going to the dogs — hot dogs, that is. America’s No. 2 burger chain is adding grilled hot dogs to its menu nationally for the first time starting Feb. 23.
Burger King is looking for a new crown: Hot Dog King.
The Miami-based chain says it plans to put hotdogs on its menu nationally for the first time starting Feb. 23. It may seem like a jarring addition for those who know the chain for its Whoppers. But Burger King says its ability to flame-grill meat makes hot dogs a natural fit on its menu.
With the launch, Burger King says it will offer hot dogs at all 7,100 of its U.S. restaurants — more U.S. locations than any other chain. Smaller national chains that sell hot dogs include Dairy Queen and Sonic Drive-In.
The move comes as Burger King works to push up sales amid intensifying competition, with McDonald’s offering breakfast items all day to spark a turnaround, while Wendy’s offers a “4 for $4” deal to get customers in the door. In 2014, Burger King’s sales rose 2.1 percent at established locations in the U.S. and Canada. Parent company Restaurant Brands International reports results for 2015 nextweek.
The hot dogs are being supplied by Kraft Heinz, which owns Oscar Mayer. Investment firm 3G Capital manages both Restaurant Brands and Kraft Heinz, which also supplies ketchupto Burger King.
Alex Macedo, presi- dent of Burger King North America, said hot dogs would build on Burger King’s momentum given their growing popularity, including at trendy eateries.
Tests of the hot dogs in a handful of cities last year resulted in unspecified sales increases, according to Burger King. The foodreview website the Impulsive Buy noted the hot dogs seem “small and not quite substantial enough” but otherwise gave them a positive review.
Still, fast-food history is riddled with menu flops, and Burger King is no exception. In 2013, for instance, the chain launched lower-calorie fries called “Satisfries.” They failed less than a year later.
Macedo recalled another Burger King failure from the past.
“At some point, they tried popcorn. Theywould give it away for free to guests in the restaurants. I wasn’t here, but I hear a lot about the popcorn days,” Macedo said.
Burger King’s “Grilled Dogs” will come in two varieties. The “classic” hot dog will be topped with ketchup, mustard, chopped onions and relish, and have 310 calories. Thecompany is suggesting franchisees sell it for $1.99. A chili cheese version has 330 calories, with the suggested price of $2.39.
To get workers excited, Burger King says it enlisted Snoop Dogg and Charo to star in training videos for making the hotdogs.