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Burger King bolsters its chicken offerings, debuting Chicken Fries in Singapore and trialing Smoky Maple Chicken Biscuits in U.S. markets. These exciting additions reflect the brand's strategy to capitalize on the growing popularity of chicken-based fast-food options.
Chicken Fries could not be mistaken for chicken nuggets as these are chicken pieces cut into strips and lightly battered to look like fries. It is served with barbecue sauce.
To add to the fun, Burger King is also introducing limited-edition Chicken Fries merchandise, such as plush toys, cooler bags, and other Burger King exclusive merchandise.
Burger King Singapore is holding a Chicken Fries Adventure Caravan at SAFRA Choa Chu Kang from June 10 to 11 and Plaza Singapura from June 12 to 18, where customers get to win limited-edition Burger King merchandise.
Meanwhile, diners at Burger King in the Kansas City and Orlando-Daytona Beach markets can sample the Smoky Maple Chicken Biscuit starting Monday. The new products are an addition to the fast-food chain's breakfast chicken sandwich lineup in the U.S., which includes the Smoky Maple Chicken Croissan'wichu and a regular Chicken Biscuit.
The Smoky Maple Chicken Biscuit consists of warm buttermilk biscuits topped with breaded white meat chicken with a smoky maple glaze. It will be available until the end of August or while supplies last.
At the peak of the chicken sandwich wars in 2021, Burger King struggled to sell its former premium chicken sandwich. Burger King's "Reclaim the Flame" marketing and digital campaign, combined with accelerated menu innovation, increased same-store sales by 8.7% in the first quarter of 2023.
Burger King still provides more conventional breakfast options, such as sandwiches with eggs, bacon, and sausage, but chicken is now regularly served in the morning.
For Burger King's rival, Wendy's, breakfast has proven to be a popular mealtime. Since launching its morning menu in 2020, Wendy's improved sales as customers resumed their pre-pandemic routines.
