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)
"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,"
"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
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
* 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
* Old Fashioned Ice Cream Shakes -- Rich shakes made with real ice
cream, available in three delicious flavors: vanilla, chocolate or
* 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
* 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,
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
"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.
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SOURCE Burger King Corporation