Burger King Revives Beloved Cheesy Tots in Menu Revamp to Challenge Rivals
Fast-Food Innovation: Burger King’s Bold Menu Strategy
In a strategic move to regain its position as the second-largest burger chain in the U.S., Burger King is reintroducing a fan-favorite side dish, aiming to differentiate itself from competitors like McDonald’s (MCD) and Wendy’s. Historically, both Burger King and McDonald’s had mirrored menus, focusing on simplicity for quick service. However, the landscape began to evolve in the 1960s, starting with McDonald’s Filet O’ Fish introduction, and later, the Chicken McNuggets in the 1980s, triggering a menu expansion in fast food.
Burger King, part of Restaurant Brands International (QSR), has been more adventurous in menu experimentation, a tactic stemming from its longstanding position behind McDonald’s. This innovative approach has led to unique offerings, like the Mac N’ Cheetos, diverging significantly from McDonald’s more traditional menu.
Burger King’s New and Returning Offerings
The chain’s creative endeavors continue as Burger King brings back Cheesy Tots – potato bites filled with cheese and encased in a crispy outer shell. This reintroduction is part of a broader effort to provide alternatives to traditional french fries, a domain where McDonald’s is widely acknowledged as the leader. While rivals like Wendy’s have introduced items like baked potatoes, Burger King has focused on diversifying with options like onion rings, mozzarella sticks, and now, the return of Cheesy Tots.
Set to be available nationwide from December 7, 2023, Cheesy Tots had previously been an all-day menu item, and it’s yet to be confirmed if this will remain the same. The last offering in 2016 priced eight Tots at $1.99.
Reclaim the Flame: Burger King’s Comeback Plan
In a bid to reassert its market presence, Burger King launched a $400 million two-year plan, “Reclaim the Flame,” in September 2022. This initiative involves significant investments in advertising, digital platforms, restaurant technology, kitchen upgrades, and remodels. A testament to this strategy is the testing of the new Breakfast Grill’wich Sandwich – a flame-grilled flatbread with eggs, cheese, and a choice of meat. Currently in trial phases in selected markets, this item joins Burger King’s breakfast lineup, which includes the Croissan’wich and French Toast Sticks.
Expanding Fast-Food Breakfast Wars
The fast-food breakfast segment is increasingly competitive, with major chains introducing new items to capture market share. Wendy’s recently launched English Muffin Sandwiches, and Taco Bell introduced Toasted Breakfast Tacos. Burger King’s new offerings, including the Breakfast Grill’wich Sandwich and the exploration of items like the Smoky Maple Chicken Biscuit, are direct responses to popular items from McDonald’s and Chick-fil-A.
Burger King’s menu strategy, marked by the return of Cheesy Tots and the introduction of new breakfast items, reflects its determination to reclaim its market position and offer consumers diverse and innovative fast-food options.
