The chicken sandwich drama continues.
Days before McDonald’s launched its trio of chicken sandwiches on February 24, Burger King announced on Wednesday its own hand-made iteration of the now ubiquitous menu item with an exaggerated message that its offer “will be worth waiting for.” “, and that Burger King did not want” middle – the process “.
Burger King’s breaded chicken sandwich will be launched “later this year,” the chain said. (Burger King).
The Miami-based chain said its take on the chicken sandwich has been underway since 2019 – and in tests since September 2020 – with a national launch scheduled for “later this year”.
The restaurant, however, has not officially confirmed the launch date. Burger King’s biggest franchisee, however, once said that the sandwich would be available in May.
MCDONALD’S NEW CRISPY CHICKEN SANDWICHES HAVE AN OFFICIAL LAUNCH DATE
The BK take will feature a thick-cut white-breasted chicken breast, breaded by hand “for a bite that is crispy on the outside and juicy on the inside,” writes the company. It is served on toasted potato bread with pickles and a tasty sauce. Customers can order the sandwich as is or spicy, and put toppings like lettuce and tomatoes.
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“What if the bread by hand went to the chicken that grilled on the fire is for the hamburgers? This has been our filter to bring a delicious chicken sandwich to guests in a way that only BK can do,” said Ellie Doty, director Burger King North America’s marketing campaign in a statement. “We will take the time to get it right and our guests will definitely feel the difference.”
The chain has already tested its chicken sandwich in markets like Phoenix, Miami and Huntsville, Alabama.
McDonald’s, meanwhile, confirmed to Reuters that it will launch three new chicken sandwiches with fried chicken fillet also served on a potato bread with butter and pickles, with options of “spicy” and “Deluxe” versions, with lettuce, tomatoes and mayonnaise. The sandwiches are being rolled out across the country after being tested in restaurants in Knoxville, Tennessee, and in Houston, Texas.
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The “chicken sandwich war” has been going on since August 2019, when Popeyes launched a fried chicken sandwich to compete with Chick-fil-A. Since then, competitors like McDonald’s, Burger King, KFC, Wendy’s and Shake Shack have entered the chicken market. sandwich territory.
Michael Bartiromo contributed to this report