5th
Pork. Its not chicken….
Burger King is going to test the waters in certain markets (Greensboro) by offering fire-grilled ribs, in a deal “a year in the making with the Pork Board,” according to PorkMag.com. Its actually including 300 stores (out of 11,500 global locations) so its a significant promotion.
Everyone is looking for the next big thing… the last big thing to hit fast food was the explosive growth of chicken products. Over the last ten years, chicken menu items had a 2:1 sales growth rate vs the fast food beef products during the same period. Chicken fit well with fast food because its a low end product; fast food is low end dining. Pork, specifically ribs, not so much (hot dogs aside). Usually eating ribs involves a special occasion out or slow cooking all afternoon. Plate prices are typically $15-$25. The Burger King menu hovers in the ‘value meal’ territory around $4-6. Will a low end version of ribs appeal to diners? Especially coming from a brand name strongly associated with beef (Burger King)? Expect only moderate success for this.
Since Greensboro is a test market, we will have pictures once the product rolls out.
