Burger King Corporation Introduces New 99 cent BK VALUE MENU(TM) Customers Have Never Seen Value Like This!
Flame-Broiled Sourdough Burger ... Even Flame-Broiled Chili!
Bacon Cheeseburger, Two Crispy Beef Tacos, Oven-Baked Potato, New Garden
Salad, CHICKEN TENDERS(R), French Fries, Soft Drinks, Onion Rings, and
Old Fashioned Ice Cream Shakes
BK(SM) Takes HAVE IT YOUR WAY(R) To The Next Level
15 'Reality TV' Spots Ready to Air With BK Value Message
MIAMI, Sept. 12 /PRNewswire/ -- Burger King Corporation today announced the largest new product ... and new menu ... launch in its history with the nationwide rollout of the 99 cent BK VALUE MENU(TM) featuring 11 great-tasting items -- six of which are new -- available for 99 cents each and every day. The new 99 cent BK VALUE MENU(TM) offers the most extensive array of menu offerings under a dollar in the quick service restaurant industry, featuring the unique flame-broiled taste for which BURGER KING(R) is known ... including flame-broiled chili. (Photo: http://www.newscom.com/cgi-bin/prnh/19990804/FLW005-a ) The 99 cent BK VALUE MENU(TM) includes a Grilled Sourdough Burger; a Bacon Cheeseburger; 99 cent French fries, onion rings, soft drinks; and three flavors of Old Fashioned Ice Cream Shakes; hearty Chili made with flame- broiled beef; two crispy Tacos; five-piece CHICKEN TENDERS(R); Oven-Baked Potatoes and a new Garden Salad. The eleven-item menu, along with various local dessert options in many markets, is already available at BURGER KING(R) restaurants. "This is a new day at Burger King," said John Dasburg, chairman, chief executive officer, and president, Burger King Corporation. "For a long time, Burger King has offered America's Most Preferred burgers. Now, we are the value leader in the industry as we offer the highest quality products at all prices. The BK 99 cent VALUE MENU(TM) complements our premium sandwiches, such as the Original WHOPPER(R) ... America's Favorite Burger*, and America's favorite chicken sandwich ... the new Chicken WHOPPER(R) we introduced last spring. This new 99 cent BK VALUE MENU(TM) is an important strategic addition to our overall menu. It is focused on providing outstanding customer value and variety everyday ... and our burgers are always flame broiled ... never, ever fried!" Dasburg said. HAVE IT YOUR WAY(R) "The new 99 cent BK VALUE MENU(TM) offers products for every taste and every pocketbook, everyday," said Chris Clouser, executive vice president & chief global marketing officer, Burger King Corporation. "Our new 99 cent BK VALUE MENU(TM) brings unprecedented variety to our customers, who can get great tasting food for 99 cents to create a meal, add to their value meals or enjoy as a quick, satisfying snack. In fact, there are nearly 700 million combinations for the 99 cent BK VALUE MENU(TM), so now you can have it your way in more ways at BURGER KING(R). "Most importantly, though, BURGER KING(R) stands for great taste and the best food. While there are other value menus, our burgers ... and the beef for our chili ... are flame-broiled, exactly the way customers prefer," Clouser said. "The 99 cent BK VALUE MENU(TM) was designed over the last ten months in conjunction with many franchisees, the National Franchisee Association (NFA), including the Marketing Advisory Committee (MAC) and Value subcommittee of the MAC. An overwhelming 95% of Burger King franchisees voted in support of the new everyday 99 cent BK VALUE MENU(TM), the largest level of franchisee support in the history of Burger King Corporation from its design, implementation and now delivery to customers. "This 99 cent BK VALUE MENU(TM) is not a promotion. It is a new everyday one of a kind permanent offering," Clouser said. "This is a market move we have been working on for some time and we are now ready to go. Leadership and innovation is what the new BURGER KING(R) is all about." "This new menu is all about variety and value," said Clouser. "It's also about our customers who tell us they want more choice and flexibility when it comes to their ability to build on their value meals. Now there is something for everyone." BURGER KING OPERATIONS READY "Introducing a new menu 11 new products with our quality standards in ten months is a significant achievement," said Paul Novak, executive vice president, franchisee operations, Burger King Corporation. "Our franchisees and our restaurant crews have been gearing up for this launch for months and we are excited and ready. Over the last ten months, we have developed the products, trained our crews and brought the products into our restaurants all to allow us to satisfy our customers with a full menu of premium and value products featuring our unique flame-broiled flavor. We are proud of the BK system for what they have accomplished working together." FLAME-BROILED SOURDOUGH BURGER, FLAME-BROILED CHILI, OVEN-BAKED POTATOES, TACOS; ALL NEW New menu additions include a variety of items to satisfy every taste: * Grilled Sourdough Burger -- A delicious flame-broiled burger topped with crisp lettuce, ripe tomato, ketchup and mayonnaise served on grilled sourdough bread. * Bacon Cheeseburger -- A juicy, flame-broiled burger with three strips of crispy bacon, cheese, ketchup, mustard and pickles on a toasted sesame seed bun. * Flame-broiled Chili -- A serving of all-American chili made with famed BURGER KING(R) great-tasting, flame-broiled beef. * Oven-Baked Potato -- A hot, freshly baked potato served with sour cream, butter and chives. The potato can be topped with cheese for an additional charge. * Two Crispy Tacos -- Seasoned ground beef, lettuce, cheese and salsa all wrapped in two crispy, golden tortillas. * Garden Salad -- A blend of iceberg and romaine lettuce, ripe tomatoes, shredded carrots and red cabbage, served with crunchy croutons and a choice of five KRAFT(R) dressings, including a reduced fat option. "The Grilled Sourdough Burger and Bacon Cheeseburger are bigger than the competition and are preferred because they are flame-broiled," Clouser said. "And they allow us to reaffirm the quality of our burgers as we recently learned in a nationwide independent survey that consumers vote BURGER KING(R) restaurants as the 'Best Place for Burgers.'"** VALUE SIZE EQUALS VALUE PRICING * Five-Piece CHICKEN TENDERS(R) -- Five pieces of all white meat chicken tenders with seasoned breading and a choice of dipping sauce -- BBQ, sweet & sour and honey. * 99 cent Onion Rings -- Delicious crispy Onion Rings served with our original Zesty Dipping Sauce. * 99 cent French Fries -- A generous portion of hot, crispy golden French Fries. * Old Fashioned Ice Cream Shakes -- Rich shakes made with real ice cream, available in three delicious flavors: vanilla, chocolate or strawberry. * 99 cent Soft Drink -- Your favorite ice-cold soft drink. "SWEET" LOCAL OPTIONS As a perfect complement to the food items on the new 99 cent BK VALUE MENU(TM), many markets also feature fresh desserts all at 99 cents. Items include: * NESTLE(R) TOLL HOUSE(R) Cookies -- Two freshly baked chocolate chip cookies served warm. * Apple Pies -- Freshly baked apple pie served warm. * HERSHEY'S(R) Sundae Pies -- A sundae pie with rich vanilla ice cream topped with chocolate fudge and pieces of real chocolate. * 99 cent Frozen COKE(R) or CHERRY MINUTE MAID(R) -- An icy, cold, whipped treat. BURGER KING(R) LAUNCHES "REALITY TV" ADS Burger King Corporation will showcase fifteen new "Reality TV" advertising for the new 99 cent BK VALUE MENU(TM) starting September 15th. In the ads, the new menu board "speaks for itself" -- literally! Deutsch, Inc. created television ads, which feature the voice of actor/comedian Adam Carolla, take reality TV to the next level by capturing the public's uncensored reactions to a talking 99 cent BK VALUE MENU(TM) board. The ads "star" ordinary people and capture their reactions as they interact with the "talking" menu board. A real BURGER KING(R) menu board with a speaker and hidden camera appears at everyday locations like an elevator, the zoo, a golf course, the San Diego Marathon, and other surprise locations. Comedian Adam Carolla provides the voice for the 99 cent BK VALUE MENU(TM) board as he "talks" to unsuspecting passersby about the 11 great items on the new 99 cent BK VALUE MENU(TM). The spots refresh the HAVE IT YOUR WAY(R) message at BURGER KING(R) and emphasize the variety of the new value menu by telling viewers that, "now you can have it your way in more ways." In addition to the television spots, the advertising campaign will include radio -- also featuring the distinctive voice of Carolla -- and print executions. "We have tested these reality TV ads in focus groups across the country with outstanding results," said Rick Dow, senior vice president, marketing programs and sales. "The ads are an amusing way to deliver our message about value at BURGER KING(R). We have fifteen of the 30- and 15-second spots ready to go, starting Sunday, September 15." Burger King Corporation was founded in 1954 and created the American icon, the HOME OF THE WHOPPER(R), in 1957. The company and its franchisees operate more than 11,450 restaurants in all 50 states and 58 countries and territories around the world, with 91% of BURGER KING(R) restaurants owned and operated by independent franchisees. Since the company's founding in Miami in 1954, the BURGER KING(R) brand has become recognized for great flame-broiled taste and HAVE IT YOUR WAY(R) food customization. BURGER KING(R) restaurants were recently voted "Best Place for Burgers"*. In the fiscal year ending June 30, 2002, the BURGER KING(R) system had system-wide sales of $11.3 billion. Burger King Corporation is a part of Diageo (NYSE: DEO), the international food and drinks company. To learn more about the BURGER KING(R) system, please visit the company's website at http://www.burgerking.com . * Based on a nationwide preference survey conducted November -- December 2001 by an independent research firm. ** The "Best Place for Burgers" is based on a June 2002 telephone survey of adults 18 and older who have eaten in a fast food hamburger restaurant in the previous 30 days. ***Based on a June 2002 nationwide telephone survey conducted by an independent research firm of adults 18 and older who have eaten in fast food hamburger restaurants in the previous 30 days. MAKE YOUR OPINION COUNT - Click Here http://tbutton.prnewswire.com/prn/11690X14373644
SOURCE Burger King Corporation
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