Burger King continues to push the boundaries of its menu. After successfully revamping its flagship product—the Whopper—it isn’t stopping there. Today, Burger King announced that like it did with its burger, the chain is also giving its chicken nuggets an upgrade.
In a new press release, the fast-food burger giant hinted at the new marketing direction it is repositioning itself toward: greater authenticity.
BK asked customers to taste test its nuggets and sauces, and the verdict was a big thumbs down, with thousands of people reporting back they tasted “rubbery,” “dry” and “disappointing.” So, the brand said it “went back to the kitchen to rethink every element” of its nuggets.
On September 1, the brand will debut its improved nuggets, made with all-white meat, crispier breading, and an improved marinade, with a fresh sauce lineup of sweet and sour, honey mustard, buffalo, and a limited-time savory sauce.
Owning up to the fact its chicken nuggets weren’t cutting it is part of Burger King’s long-term strategy, which focuses on Gen Z’s craving for authenticity, a better customer experience, a tastier menu, and a strong social media game.
“We take Guest feedback seriously, and when we received thousands of texts, calls, and comments telling us our nuggets needed a total overhaul, we listened,” Amy Alarcon, head chef, Burger King U.S. & Canada said in a statement.
Burger King’s move, and focus on authenticity, also comes after McDonald’s CEO Chris Kempczinski was roasted after he posted a video of himself awkwardly eating a Big Arch burger, with one viewer writing on social media: “What’s the opposite of genuine and authentic?”
And Burger King’s “if it doesn’t taste good, we don’t feel good” strategy appears to be winning out, at least for now. Burger King’s U.S. same-store sales were up 8.5% last quarter, outpacing McDonald’s, and making Burger King the second- largest burger chain in the country, beating out rival Wendy’s.
The burger king is also addressing another major concern: price. Soaring fast food prices have been met by widespread customer outrage and allegations of upcharging across fast casual chains. The new nuggets are priced at $1.99 (for a 4-piece) to $7.49 (for 20 pieces).
Founded in 1954, the global quick service hamburger chain operates more than 19,000 locations in more than 120 countries and U.S. territories. Nearly all Burger King locations are owned and operated by independent franchisees.