BK Crown Jewels line

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BK Crown Jewels
Serving size 1 sandwich (312g-344g)
Calories 2799 kJ-3073 kJ
Total fat 24g-36g
Cholesterol Undeclared
Sodium 1500mg-1917mg
Sugars 16g-19g
Protein 34g-38g
Source BK New Zealand (html)
Notes Based on NZ dietary guidelines.

BK Crown Jewels line is a line of chicken sandwiches and hamburgers sold by the international fast-food restaurant chain Burger King in the New Zealand Market. They are larger, adult oriented products made with higher quality ingredients than their "standard" menu items.[1]

The line sandwich is part of a series of sandwiches designed to expand Burger King's menu with both more sophisticated, adult oriented fare and present a larger, meatier product that appeals to adult males ages 18-34.[2] Along with the TenderCrisp, TenderGrill and Angus sandwiches, these products are intended to bring in a larger, more affluent adult audience who will be willing to spend more on the better quality products.[3]

Contents

[edit] Product variants

All of the BK Crown Jewels sandwiches are served on a Kaiser roll; the beef based sandwiches use a Whopper patty and the chicken ones use a TenderCrisp or TenderGrill fillet.[4]

  • Chicken
    • Blast Off - The Blast Off Crown Jewel sandwich has a TenderCrisp fillet and shares the same toppings as the Hell Raiser minus the aioli.
    • Cracker Jack - The Cracker Jack Crown Jewel sandwich has a TenderCrisp fillet and features the same toppings as the Blazing Saddle minus the aioli.
  • Discontinued
    • Sweet Ride - The Sweet Ride sandwich is made with a Whopper patty, bacon, aioli, a mango-lime sauce, avocado (guacamole), lettuce, tomato and onions.
    • Mango Jammin - The Mango Jammin sandwich has a TenderGrill fillet and is made the same toppings as the Sweet Ride minus the aioli.

[edit] History

The BK Crown Jewels line was developed by the Burger King franchisee in New Zealand, Tasman Pacific Foods, abbreviated TPF. The sandwiches were introduced in the summer of 2005 as part of Burger King's global program to introduce more adult oriented fare to its menu. The products themselves were variations on the existing Whopper, TenderCrisp and TenderGrill sandwiches and featured more exotic ingredients such as mango lime salsa, avocado and garlic aioli.[1]

With in two months of their introduction, sales at New Zealand restaurants increase by approximately 10%, and drew the attention of Burger King Holdings. BKH observed the sales trends and market acceptance of the products for several months after the introduction for the possible purpose of extending the concept in other markets. While the concept was tailored for the New Zealand market, TPF executives stated that it would be easy to adapt the concept to other regions.[1] Some restaurant industry observers agreed with the TPF assessment of the products and separately stated other sauces and ingredients could be used to crate variations in the US and other markets.[5]

[edit] Advertising

The advertising program for these sandwiches featured the slogan Flash, but not too flash which was an inference stating while they cost more than the standard burger offerings at BK, they were not as much as one would expect to pay at a higher end outlet.[1] The products were introduced in a series of three pairs of commercials in both 15 and 30 second formats. The commercials featured animals such as snails or frogs that are used as exotic cuisine in various regions of the world. As the narrator announces BK is looking for new and more complex ingredients for their new line of sandwiches, the animals are shown reacting in a fearful way believing they are the new ingredients. At the end, the narrator declares one of the new flavors and the animal is relieved to find out they are not food, then they are promptly dispatched by the new food item (i.e. the frog is hit with a mango).[6]

[edit] Naming and trademarks

Burger King currently does not have any trademarks on the Crown Jewels line of sandwiches in New Zealand.

[edit] References

  1. ^ a b c d John Drinnan (2006-11-04). Miami HQ sniffs around burger success. the New Zealand Herald. Retrieved on 2007-12-04. “Kiwis with a taste for posh hamburgers are tucking into a new gourmet range from Burger King, and now the chain's international bosses are looking to take a bite.”
  2. ^ Bret Begun (2006-05-23). A really Big Idea. MSNBC. Retrieved on 2007-07-16.
  3. ^ The Gale Group (2004-08-04). Chains beef up with Black Angus. Retrieved on 2007-07-16.
  4. ^ BKC publication. Burger King Nutrition guide. Tasman Pacific Foods. Retrieved on 2007-12-08.
  5. ^ Valerie Killifner (2007-10-04). The hot sauce. Retrieved on 2007-12-08. “Although Burger King restaurants have kept it simple in the United States, the company’s line of Crown Jewels in New Zealand boasts aioli, mango-lime sauce and relish.”
  6. ^ TPF. TPF/BKC webpage. Retrieved on 2007-06-27. “Corporate web page featuring examples of advertising programs and commercials.”

[edit] See also

Other types of chicken sandwiches by other fast food restaurant vendors: