Burger King Rolls Out Challenger to McDonald’s McRib

by Nate Wooley | May 15, 2013 9:26 am

BK Rib 300x225 Burger King Rolls Out Challenger to McDonald's McRib[1]In a direct challenge to McDonald’s (NYSE:MCD[2]) McRib sandwich, Burger King (NYSE:BKW[3]) is bringing out its own boneless rib product.

The new menu item — the BK Rib Sandwich — is scheduled to hit restaurants on May 21, USA TODAY reports[4].

After almost a year in development, the sandwich was tested in Shreveport, La. It sold well enough at a price point of $3.49 — $5.59 as a meal — that the company elected to roll it out nationally. It will be sold as the centerpiece of this summer’s “Taste is King” marketing campaign.

The new sandwich is part of a summer revamp of Burger King’s menu aimed at the barbecue-loving crowd. Also on the menu will be the Memphis Pulled Pork sandwiches, a line of Carolina BBQ sandwiches, a new BBQ Chicken Salad, a line of sweet-potato fries and a set of Oreo desserts.

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Endnotes:
  1. [Image]: http://investorplace.com/wp-content/uploads/2013/05/BK-Rib.jpg
  2. MCD: http://studio-5.financialcontent.com/investplace/quote?Symbol=MCD
  3. BKW: http://studio-5.financialcontent.com/investplace/quote?Symbol=BKW
  4. USA TODAY reports: http://www.freep.com/article/20130515/BUSINESS07/305150071/burger-king-menu-rib-sandwich
  5. Taco Bell Testing Its New Breakfast Item: http://investorplace.com/2013/05/taco-bell-testing-its-newest-breakfast-item/
  6. Study: Subway Only Slightly Healthier Than McDonald’s: http://investorplace.com/2013/05/study-subway-only-slightly-healthier-than-mcdonalds/
  7. Chipotle To Roll Out Premium Margaritas Chainwide: http://investorplace.com/2013/04/chipotle-to-roll-out-premium-margarita-across-chain/

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