Square is the new round
Fast Food Fusion at Burger King®
A square burger? Almost. Burger King® Germany is reinventing the popular burger experience and bringing the food trend of fusion cuisine to fast food restaurants. The new tortillas give burgers a new look that you can not only see, but also taste. Classic burger ingredients are tightly packed into a tortilla and then grilled. The result: perfectly melting cheese combined with a full, juicy taste.
"With the new tortillas, we have rethought the burger. Thanks to their shape and the special folding technique, the tortillas stay hot for a long time, making them particularly cheesy. Like our Whopper®, the tortillas are a considerable size, but are still handy and can easily be eaten with just one hand, without spilling. This makes them the perfect companion for on the go," says Tim Lenke, Senior Manager Product Development & Innovation at Burger King® Germany.
Burger fans can look forward to five different tortilla varieties: BBQ Beef Tortilla, Beef Tortilla, BBQ Chicken Tortilla, Crispy Chicken Tortilla and Plant-based Beef Tortilla. Following the meat-free plant-based range and the King's Selection premium burgers, Burger King® is once again establishing a completely new product platform in participating restaurants. Guests now have an even greater choice and can still be sure: Burger King®'s signature flame-grilled flavor will remain with the tortillas.
"Burger King® has stood for product innovation, variety and great taste for decades. We are therefore delighted to be able to present our guests with a new innovative product in the form of Tortillas, which combines food trends and will delight our guests with the familiar flame-grilled taste," says Anna Mennel, Head of Brand at Burger King® Germany. "We are communicating the new product platform in typical Burger King® style with a wink and a sense of humor. This will make people want to try the tortillas."
The launch of the product platform will be accompanied by a cross-channel campaign under the motto "Square is the new round". In the accompanying commercial, Burger King® shows in the form of a mockumentary how market research - supported by well-known TikTok creators - has led to the square burger - or not, as the case may be.
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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