MIAMI – Burger King is launching a turkey burger for the first time, according to the Associated Press. The company expects to roll out the new sandwich as part of a limited-time offering for spring.
The turkey burger is one product among a variety the Miami-based chain has introduced to narrow the gap between Burger King and its competitors, such as McDonald's and Wendy's. Burger King's four-pillar business strategy includes menu, marketing communications, image and operations.
The new turkey sandwich will also give the company a lower-calorie option that will appeal to health-conscious consumers and generates sales growth. According to a study by the Hudson Institute's Obesity Solutions Initiative, traffic count grew 10.9 percent for restaurants that increased lower-calorie servings, which compared to 1.8 percent for the 21 chains in the study combined.
Same-store sales grew 5.5 percent for restaurants that increased lower-calorie servings, which compared to a drop of 0.8 percent for the 21 chains combined, the study revealed.