Burger King is set to join the so-called ‘chicken wars’ with the launch of its chicken sandwich, Ch’King, on June 3.
Burger King is part of the fast food holding company, Restaurant Brands International Inc (NYSE: QSR) that also owns Popeyes Louisiana Kitchen and Tim Hortons brands. Popeye’s itself launched its chicken sandwich back in August 2019 and witnessed double-digit sales growth. Other fast food chains, including McDonald’s and Yum Brands’ KFC have also entered these chicken wars with their own sandwiches.
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Shares of Restaurant Brands International are currently trading at around $67, up 14% year-to-date and up 30% over the trailing one-year period.
Burger King is setting itself apart
In the crowded chicken sandwich market, Burger King is trying to set itself apart by hand breading the chicken. In an interview on CNBC, Ellie Doty, chief marketing officer of Burger King North America said,
“We really took our time to get it right, to get the reps in at the restaurant and make sure that every restaurant had their hand breading station set up properly.”
He also said that the company had been working on the sandwich recipe for the last two years and testing since September 2020.
Burger King plans to raise awareness around its latest offering and drive sales with a special offer. From the launch on June 3 and until June 20, customers who order a Ch’King through Burger King’s website or app will get a Whopper for free.
Stretched chicken supply chain
There is currently a shortage of chicken in the country due to the high demand for chicken sandwiches and labor shortage. Doty said Burger King is “not immune” to those challenges and further added.
“In taking the time to get this right, we also took the time to make sure that we have a very robust supply chain that is set up for the main scenario that we’re predicting as well as others that could happen.”