Original Chicken Sandwich

From Wikipedia, the free encyclopedia
Main articles: Burger King products and List of Burger King products
Original Chicken sandwich
Nutritional value per serving
Serving size 1 sandwich (219 g)
Energy 660 kcal (2,800 kJ)
Carbohydrates 52 g
- Sugars 5 g
- Dietary fiber 4 g
Fat 31 g
- saturated 8 g
- trans 0.5 g
Protein 24 g
Sodium 1440 mg (96%)
Cholesterol 70 mg
May vary outside US market.
Percentages are roughly approximated
using US recommendations for adults.
Source:

The Original Chicken Sandwich, also known as the Long Chicken, BK Chicken and Chicken Royale, is a chicken sandwich sold by the international fast-food restaurant chain Burger King. It is the "basic" chicken sandwich sold at Burger King. The Original Chicken Sandwich was developed in 1978 and introduced in 1979 part of a new line of sandwiches called Specialty Sandwiches which were designed to expand Burger King's menu with more sophisticated, adult oriented fare beyond hamburgers as well as differentiating itself from other fast food hamburger restaurants. Since its introduction, the other sandwiches have been discontinued, leaving the Original Chicken Sandwich as the only product left from the original line.

The company markets several variants of the sandwich as well as other variants that are specifically tailored to meet local taste preferences or customs of the various regions and countries in which it does business. To promote continuing interest in the product, Burger King occasionally releases limited-time (LTO) variants on the sandwich that have different ingredients from the standard sandwich recipe. Additionally, other sandwiches that utilize the same roll as the chicken sandwich have been introduced to the company's menu both domestically and internationally. Being one of the company's major offerings, the Original Chicken Sandwich is sometimes the center of product advertising for the company. Despite being a major product in the company's portfolio, Burger King has registered very few global trademarks to protect its investment in the product.

History

During the mid-1970s, Burger King was having issues with its operations, franchises and image.[1] In 1978, Donald N. Smith was hired from McDonald's to help restructure the corporate operations of Burger King to better compete against his former company as well as the then up-and-coming chain, Wendy's. As part of an operational overhaul he dubbed "Operation Phoenix", Smith reorganized the corporate operations of Burger King.[2] He also initiated a development plan for a new product line that would become the Specialty Sandwich line. Development began that same year, and while the company found that the new product lines would add an approximate eight second delay to the production time of orders and would cost about $39 million in lost productivity,[3] the product was introduced in 1979.[1] Despite these possible sales losses and time issues, the new products were successful and the company's sales increased by 15 percent.[1]

This line—with many non-hamburger sandwiches, including chicken and fish—significantly expanded the breadth of the BK menu. The breath of the new additions, several new sandwiches made with disparate ingredients, was made possible due the design of Burger King's kitchen. Burger King's kitchen is designed around a more flexible concept that allows for a multiple work-flow operation where preparation stations can be re-tasked more easily.[4] In comparison at the time, McDonald's kitchen was a more rigidly designed assembly line concept intended to quickly produce a more uniform product and was not easily adapted to new products.[5] This more rigid system prevented McDonald's from broadening its menu to effectively competing with Burger King and other similar chains that were more flexible and were better positioned to expand their menu.[6]

The introduction of the Specialty Sandwich line was one of the first attempts by a major fast food chain to target a specific demographic, in this case adults aged between 18 and 34 years, members of which were presumably willing to spend more on a higher quality product.[2]:119 Included in the new line was the Original Chicken Sandwich, a ham and cheese sandwich, a roast beef sandwich, an new fish sandwich called the Long Fish Sandwich, and a new burger called the Sirloin Steak Sandwich.[1][4] The ham and cheese sandwich replaced an earlier version ham and cheese sandwich called the Yumbo that was served hot and was the size of a hamburger.[7] In 1981 the chain tested a veal parmigiana sandwich in limited areas of the united States and took it national in 1982.[8]

While most of the line has since been discontinued, the company's Original Chicken Sandwich is still offered in North America, Europe and other markets. The ham and cheese sandwich is a regional offering.[9] The Long Fish was discontinued and the Whaler fish sandwich was reintroduced in 1983,[10] while the Steak Burger sandwich was discontinued all together.

Product description

The Original Chicken Sandwich consists of a breaded, deep-fried white-meat chicken patty with mayonnaise and lettuce on a sesame seed sub-style bun.[11] Burger King will also add any condiment it sells upon request based on its long standing slogan "Have It Your Way".[12] Additionally, Burger King has sold several different promotional varieties throughout the years as limited time offerings (LTO), such as the Philly chicken sandwich with American cheese, peppers and onions or the Angry Chicken Sandwich served with pepper jack cheese, bacon, "Angry" sauce, jalapeño slices, mayonnaise, lettuce and tomato.[13][14]

Notable variants

The International Chicken Sandwiches line was introduced in 1988 and is a group of three sandwiches with different toppings that are associated with cuisine from various regions internationally. The Italian Chicken Sandwich is a chicken parmigiana sandwich with marinara sauce and mozzarella, The French Chicken Sandwich is a Chicken Cordon Bleu sandwich with ham and Swiss cheese and the American Chicken Sandwich has mayonnaise, lettuce, tomato and American cheese.[7] Similar regional inspired sandwiches included the Philly Chicken Sandwich which was a chicken version of a Philly cheesesteak sandwich made with red and green bell peppers, onions and cheese,[15][13] and the Hawaiian BK Chicken with mayonnaise, lettuce, bacon, American cheese and pineapple sold in New Zealand.[16][17]

  • The Original Chicken Sandwich

  • An American chicken sandwich

  • A French chicken sandwich

  • An Italian chicken sandwich

  • A chicken club sandwich

Related products

Besides the Original Chicken sandwich, Burger King has sold or sells several other sandwiches that are similar to the Specialty Sandwiches. Several burgers have been sold on this family of sandwiches, including a pair of triple cheeseburgers called the Limo Burger and the X-Tra Long Cheeseburger,[18][19] the Bull's-Eye Barbecue Burger which was a type of double cheeseburger that included two hamburger patties, American cheese, bacon and Kraft Bull's-eye brand barbecue sauce,[20] and the BBQ Hero which was also another type of double cheeseburger with barbecue sauce, bacon, lettuce, tomato and onions.[7]

A grilled Italian sausage sandwich was sold in 1992 and was served with onions & peppers or parmigiana style with mozzarella cheese & marinara sauce.[21] As part of the company's BK Dinner Baskets promotion in 1993, the Burger King introduced a grilled meatloaf sandwich with ketchup and onions.[22][23] In 2013, Burger King sold a bratwurst sandwich in a regional limited time offering in the US states of Wisconsin and Illinois. The sandwich featured a bratwurst manufactured by Johnsonville Foods, raw onion and yellow mustard.[24]

Despite being discontinued, versions of the steak sandwich have been re-released several times since the 1970s. The BK Dinner baskets featured a steak sandwich,[25] and in 2003 Burger King New Zealand introduced the Big Bloke Steak Sandwich which was almost identical to the 1979 sandwich.[26]

  • A ham & cheese sandwich

  • A Limo Burger

  • A Bulls Eye BBQ sandwich

Advertising

See also: Burger King advertising and List of Burger King ad programs

One of the promotions used when the Specialty products were first introduced was a scratch card game called What's my Specialty? Customers would get a card and would have to match famous people with their profession. The commercial explained that if you expected to lose, you would be disappointed, as all cards were winners. Prizes included fries, sodas and sandwiches. The Meatloaf sandwich was part of the BK Dinner Baskets and promoted as part of the BK Tee Vee ad campaigns.

In the autumn and winter of 2007 BK advertised the Italian Chicken sandwich with a commercial that played the "Have it your Way" theme on an accordion with a simple text insert that asked the consumer if they had a problem with the sandwich being sold only at BK. This insert played up the Italian "toughguy" stereotypes.

Controversies

The advertisement for the BK 7 incher sandwich, featuring an overt allusion to oral sex.

A 2009 advertising campaign in Singapore for the company's new BK Super Seven Incher cheeseburger, caused a notable controversy over the content of the ad. Originally and erroneously attributed to Burger King's advertising firm of record, Crispin Porter + Bogusky, which had generated controversy with some misogynistic and culturally insensitive American and European advertisements,[27][28][29] it was later revealed that a local, unnamed Singaporean firm was responsible for the campaign.[30] The print version of the advertisement, left, made an overt association with the sandwich and oral sex using imagery and less-than subtle innuendo in the printed description in the advertisement.[31] Critics across the globe complained that the ad was "disgusting",[32] went "too far",[32] and "disgusting".[30]

Just about every aspect of the advertisement was criticized. Blogger Rein Bhagwandat noted that the its copy featured terms such as "blow" which she felt obviously alluded to the slang term "blow job". She also felt that the image of the woman in the advertisement had been overtly sexualized, have the effect of objectifying women in general.[33] An article in Psychology Today echoed Bhagwandat concerns, adding that advertisement was openly displayed in public spaces, and could have troubling implications for parents having to explain the content to younger children.[34]

Naming and trademarks

In some markets the Original Chicken is called the "Chicken Royale",[35] "King de Pollo" (King of Chicken),[36] or the "BK Chicken".[37] Burger King currently does not have any trademarks on the Original Chicken Sandwich name or the line of Specialty sandwiches in the US, Canada and Europe.[notes 1][notes 2][notes 3] The alias Long Chicken is trademarked in Europe,[notes 4] King de Pollo in Mexico and Chicken Royale in the Middle East; all are displayed with the "circle-R" (®) symbol in these markets.

See also

Book icon
  • Book: Burger King

Similar types of chicken sandwiches by other vendors:


Notes

Trademark information

  1. ↑ 2 results found for Original Chicken Sandwich, none owned by Burger King, United States Patent and Trademark Office 
  2. ↑ No results found for Original Chicken Sandwich, Canadian Intellectual Property Office 
  3. ↑ No results found for Original Chicken Sandwich, Office for the Harmonisation in the Internal Market, Trade Marks and Designs office 
  4. ↑ Long Chicken, OHIM trade mark #1359299, Office for the Harmonisation in the Internal Market, Trade Marks and Designs office 

Notes:

1. British trademarks with the "EU" prefix are European Community wide trademarks.
2. American, European, and New Zealand trademark offices do not allow direct linking of trademark information.

References

  1. ↑ 1.0 1.1 1.2 1.3 FundingUniverse.com. "History of Burger King Corporation". Answers.com. Retrieved 23 November 2013. 
  2. ↑ 2.0 2.1 Jakle, John A.; Sculle, Keith A.; Pappas, Douglas (27 March 2002). Fast Food: Roadside Restaurants in the Automobile Age (1st ed.). JHU Press. pp. 117–119. ISBN 0-8018-6920-X. Retrieved 23 November 2013. 
  3. ↑ Peter Jones, ed. (18 August 2008). Handbook of Hospitality Operations and IT. Burlington, MA: Routledge. ISBN 0750687533. 
  4. ↑ 4.0 4.1 Sasser Jr.; Rikert, David C. (1 December 1980). "Burger King Corp.". Cambridge, MA: Harvard Business Review. Retrieved 25 November 2013. 
  5. ↑ Sasser Jr.; Rikert, David C. (1 December 1980). "McDonald's Corporation". Cambridge, MA: Harvard Business Review. Retrieved 25 November 2013. 
  6. ↑ Metz, Robert (30 December 1979). "Competition stiff for McDonald's". Sarasota Herald-Tribune. p. 1H. Retrieved 26 November 2013. 
  7. ↑ 7.0 7.1 7.2 Romero, Peter J. (11 August 1988). "Chicken Internationals take Burger King test" (subscription required). Nation's Restaurant News. Retrieved 2008-03-01. "Burger King is testing a new line of sandwiches called Chicken Internationals, each consisting of a chicken fillet topped with cheese." 
  8. ↑ Foster, Catherine (20 May 1982). "Why animal rights groups target the veal sandwich". Christian Science Monitor. Retrieved 26 November 2013. 
  9. ↑ In Student's Encyclopædia (2007). "Burger King Corporation". Britannica Student Encyclopædia. Retrieved 23 November 2013. 
  10. ↑ "Burger King escalates war with 'Whaler'". Lewiston Daily Sun. Associated Press. 16 February 1983. Retrieved 27 November 2013. 
  11. ↑ BK American menu 
  12. ↑ Dostal, Erin (13 December 2012). "The history of Burger King's Whopper". Nation's Restaurant News (subscription required). Retrieved 6 November 2013. 
  13. ↑ 13.0 13.1 Doss, Laine (8 January 2013). "Burger King Has New Menu Items: We Try Them". Miami New Times. Retrieved 20 November 2013. 
  14. ↑ "Burger King Angry TenderCrisp & Angry Original Chicken Sandwich". The Impulse Buy. 8 January 2009. Retrieved 17 December 2013. 
  15. ↑ "BK Shows Some Love with BOGO Chicken Sandwich Offer". QSRWeb.com (Press release). 22 January 2013. Retrieved 20 November 2013. 
  16. ↑ Beech, James (11 November 2009). "New burger outlet in demand". Otago Daily Times. Retrieved 20 November 2013. 
  17. ↑ Burger King menu - New Zealand, Burger King Corporation, retrieved 1 December 2013 
  18. ↑ "“Limo Cheeseburger” Cruises Into Burger King Restaurants Across the United Arab Emirates" (Press release). 12 April 2007. Retrieved 2 December 2013. 
  19. ↑ Morran, Chris (26 January 2001). "Why Won't Burger King Share Its "X-Tra Long" Burgers With America?". The Consumerist. Retrieved 2 December 2013. 
  20. ↑ "Burger king markets new product". Ocala Star-Banner. Associated Press. 3 October 1987. p. 10C. Retrieved 2 December 2013. 
  21. ↑ Burger King Italian Sausage sandwich (Television commercial). 1992. 
  22. ↑ Hume, Scott (3 January 1993). "New from Burger King--meatloaf". AdAge 64 (9). p. 48. 
  23. ↑ Menzie, Karol (31 March 1993). "Meatloaf Arrives An old dinner favorite goes upscale". The Baltimore Sun. Retrieved 2 December 2013. 
  24. ↑ Khawsey, Ashley (2 November 2013). "Burger King kicks off football season with new Bratwurst Sandwich". Foodbeast.com. Retrieved 2 December 2013. 
  25. ↑ "Burger King Goes To Mat With Table Service". New York Times. Orlando Sun-Sentinel. 21 December 1992. Retrieved 2 December 2013. 
  26. ↑ "BURGER KING - Big Bloke Steak Sandwich.". 2003. Retrieved 2 December 2013. 
  27. ↑ Popken, Ben (8 May 2006). "Ads We Love: Burger King's "Manthem"". AdJab.com. Archived from the original on 8 May 2006. Retrieved 27 October 200. 
  28. ↑ "I Am Man, Hear Me Roar... When My Heart Explodes". The Consumerist. 31 May 2006. Retrieved 27 October 2007. 
  29. ↑ Bonello, Deborah (15 April 2009). "Burger King withdraws ad after Mexican objection". Los Angeles Times. Retrieved 12 November 2013. 
  30. ↑ 30.0 30.1 Gandleman, Joe (24 June 2009). "Burger King’s New Ad: A New Low In Vulgar Ads Aimed At Young Customers". The Moderate Voice. Retrieved 21 November 2013. "A summary article quoting other sources such as Gawker.com and the Miami Herald." 
  31. ↑ "Possibly a bit too NSFW: A Seven Inch Cheeseburger". Time Magazine. July 2009. Retrieved 21 November 2013. 
  32. ↑ 32.0 32.1 ,Miller, Joshua R. (30 June 2009). "Critics Cringe at Ad for Burger King's Latest Sandwich". Fox News. Retrieved 21 November 2013. 
  33. ↑ Bhagwandat, Rein (7 February 2012). "Feminist Analysis of BK’s Super Seven Incher". Rhetoric and Pop Culture blog. Wordpress. Retrieved 21 November 2013. 
  34. ↑ Joannides, Paul (27 June 2009). "Burger King's Seven-Incher vs. Calvin Klein's Threesome". Psychology Today. Retrieved 21 November 2013. 
  35. ↑ "Chicken Royale". Burger King Great Britain. Retrieved 20 November 2013. 
  36. ↑ "King de Pollo". Burger King Mexico. Retrieved 20 November 2013. 
  37. ↑ "BK Chicken". Burger King New Zealand. Retrieved 20 November 2013. 
This article is issued from Wikipedia. The text is available under the Creative Commons Attribution/Share Alike; additional terms may apply for the media files.