It's the 'Yumbo' y'all

by Meat&Poultry Staff
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The BK Yumbo Hot Ham & Cheese sandwich

MIAMI – After a 40-year hiatus, the Yumbo Hot Ham & Cheese sandwich is back on Burger King's menu.

Burger King Worldwide Inc. is bringing back the Yumbo as a limited-time offering. The sandwich features Black Forest ham topped with melted American cheese, lettuce and mayo served on a heated and toasted hoagie bun. The Yumbo was launched in 1968 and taken off the menu in 1974. The newest incarnation of the sandwich is actually a refresh of the previous creation — the lettuce, mayonnaise and hoagie bun are ingredient upgrades.

“We’re always listening to our guests through our franchisees, in social media and via guest relations,” said Eric Hirschhorn, CMO, North America, Burger King Corp. “The return of the YUMBO Hot Ham & Cheese Sandwich is the latest example of how we’re able to give our guests what they’ve asked for. Our strategy to selectively bring back favorite foods has helped us connect with our guests while also driving business results.”

Burger King plans to support the Yumbo through a marketing campaign to include television advertising, social media, public relations and in-restaurant merchandising. The Yumbo is available for a suggested price of $3.69.

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