Meat Industry INSIGHTS Newsletter

971035 Burger King to Offer 99 Cent Chicken Sandwich Through Oct. 26

October 16, 1997

MIAMI - As part of its strategy of offering great taste and superior value to consumers, Burger King Corp. is launching a 99 cent Chicken Sandwich promotion in participating restaurants in the U.S., now through Oct. 26.

This is the first time this specialty chicken sandwich has been offered at a 99 cent price point.

Originally launched in 1979, the Chicken Sandwich features a 3.75 ounce all white meat chicken patty coated with a fried, zesty breading, topped with mayonnaise and lettuce on a toasted hoagie-style bun.

"Burger King Corporation is offering this great tasting chicken favorite at a superior value to encourage new customers to try Burger King food and to offer our existing frequent customers another reason to visit our restaurants," said Leslie Carlin, product marketing manager for the Chicken Sandwich for Burger King Corp. "We expect this promotion will further drive sales and traffic in our restaurants."

The Chicken Sandwich, priced at 99 cents, will be supported with national television advertising featuring the music "You Sexy Thing" by Hot Chocolate (produced by Ammirati, Puris/Lintas (APL)), "The Funky Chicken" by Ruper Thomas (advertising produced by UniWorld Group (UWG)), and "The Chicken Dance" by Harry Fox Publishers (produced by Bromley, Aguilar & Associates (BA&A)). Radio advertising and in-store, point-of-purchase materials will also support this product promotion.

From Oct. 27 - Nov. 9, the Chicken Sandwich will be featured as a $2.99 Value Meal, complete with a medium order of French fries and medium soft drink. Advertising for the $2.99 Value Meal will feature, "All Right Now" by Free (APL), "Ring My Bell" by Anita Ward (UWG), and "Pollito con Papas" by Unimusica Inc. (BA&A).

Burger King Corp. and its franchisees operate more than 9,200 restaurants in all 50 states and 56 countries and international territories around the world. In fiscal year 1996, Burger King had systemwide sales of $9 Billion. Burger King Corp. is a subsidiary of Grand Metropolitan PLC, one of the world's leading branded consumer products businesses. Its major businesses, International Distiller and Vintners, Pillsbury and Burger King, all increased market share in the previous year. GrandMet's portfolio of international food and drink brands includes Pillsbury, Green Giant, Haagen-Dazs, Old El Paso, Progresso, Burger King, Smirnoff Vodka, Bailey's Original Irish Cream and J & B Rare Scotch Whisky.

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Meat Industry Insights News Service
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