Burger King launches grilled chicken sandwiches and wraps in test markets

Burger King is testing flame-grilled chicken for new sandwiches and wraps at select restaurants in Omaha and Huntsville. The company aims to innovate its menu with fresh and tasty options.

Burger King Launches Flame-Grilled Chicken Sandwiches and Wraps in Omaha and Huntsville

According to a recent report from Restaurant Business Magazine (RBM), for 7 decades, Burger King has been synonymous with flame-grilled sandwiches. The Miami-based burger giant is now implementing flame grilling in its chicken sandwich and wrap platforms. Several elements are being tested in Omaha, Nebraska and Huntsville, Alabama.

Starting June 6, select Burger King restaurants in these locations will offer a selection of grilled chicken sandwiches and wraps. Customers can substitute flame-grilled boneless chicken breast in the Classic, Fiery and Bacon Swiss Royal Crispy Chicken Sandwiches. The flame-grilled Royal Crispy Wraps can be replaced with half a flame-grilled chicken breast. Different flavor profiles offer these wraps, including Classic, Fiery, Honey Mustard, Philly, Fiery Bacon, and Bacon and Cheddar.

“Huntsville and Omaha offer customers in these markets a unique opportunity to be the first to try the all-new Flame Grilled Chicken Sandwiches and Wraps. As with all market tests, Burger King customers in the region will provide feedback that will help determine whether these products will launch nationally,” a BK spokesperson said.

Burger King revamps its chicken menu with flame-grilled options as part of $400 million ‘Reclaim the Flame’ campaign

Burger King has already introduced a grilled chicken panini. The BK Broiler was introduced in 1990 to provide healthier fast food alternatives. Although the chicken sandwich has undergone many changes since its inception, Burger King is now using its flame-grilling reputation to distinguish its product for the first time.

Branding the sandwiches as “flame-grilled” aligns with BK’s broader campaign to “Reclaim the Flame.” The $400 million revitalization plan, implemented in September 2022, includes technology improvements, store renovations and marketing. Burger King introduced a new digital-focused prototype, known as “The Sizzle,” last year in Chapter 2 of the initiative. “Reclaim the Flame” generates strong results in franchise profitability and same-store sales.

Burger King upgraded its chicken sandwich in 2021, during the “chicken sandwich wars,” when dozens of chains introduced fried chicken sandwiches in response to the extraordinary success of Popeyes’ version. At that time, BK switched to fresh chicken instead of frozen chicken and hand breaded the boneless breasts in-house to develop the BK Royal Crispy Chicken Sandwich.

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