Burger King sticks to Wendy’s new menu item

Fast food chains are removing popular menu items so they can bring them back. Sometimes it’s seasonal and planned like McDonald’s (MCD) Shamrock Shake or Starbucks (SBUX) Pumpkin Spice Latte, which are related to St. Patrick’s Day and fall respectively. In other cases, the channels keep fans guessing.

McDonald’s, for example, brings the McRib back to seemingly random places with no particular schedule. Yum! Brands’ (YUM) Taco Bell does the same with a variety of fan favorites, but usually on a national level.

Sometimes Limited Time Offers (LTOs) are based on supply and logistics. McRib becomes available whenever the leftover pork that goes into the product drops at a price point that makes sense for McDonald’s, while the chain’s famous lobster sandwich tends to be offered in the northeast, near the place where lobsters are caught.

In other cases, chains offer an LTO to try something that worked well for one of its rivals. That’s probably why Wendy’s (MAGNIFYING GLASS) added French Toast Sticks – a Burger King menu favorite for 37 years – to its menu.

This is a challenge for Restaurant Brands International (RSQ) Burger King won’t let it go unanswered.

Burger King wants you on its app

Fast food chains want customers to use their app because it gives them free market access to anyone on their platform. It’s been incredibly successful for Starbucks and McDonald’s, but has been more of a challenge for just about every other restaurant chain.

It could just be app fatigue, as consumers are tired of having to access a dedicated app for every business they visit. It could also be because consumers simply don’t see the point of signing up for another platform.

Burger King (and just about every fast food chain) offers free food in exchange for signing up to its app. Some of the deals are pretty good, including one of Burger King’s current deals that involves him taking a not-so-subtle shot of Wendy’s latest addition to the menu.

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Burger King offers free breakfast

Burger King pioneered French Toast Sticks in the fast food industry (sometimes, but not currently) using them as the base for breakfast sandwiches. These fan favorites date back to 1985 and have always been fan favorites.

Now, with Wendy’s offering its own take on the classic menu item, Burger King has answered its rival.

Burger King is offering free ordering of French Toast Sticks through its app to anyone making a purchase of at least $1 through the end of August.

“In order to take advantage of the offer, Royal Perks members can simply redeem the offer in-app or online at BK.com during the promotion period with any qualifying purchase of $1 or more,” fast food station reported.

The channel has made steady progress with its app, according to comments from RBI CEO Jose Cil during the channel’s conference. second quarter earnings call.

“Burger King’s digital advancements are steadily progressing. Our mobile app with white label delivery capabilities and loyalty through Royal Perks is accelerating thanks to improvements made by our engineers. We are learning more from digital interactions with customers and we find new ways to drive platform engagement and adoption through integrated marketing campaigns,” he said.

The CEO also reiterated his company’s commitment to its digital platform.

“Restaurant technology is increasingly important as restaurants have moved from point-of-sale hardware to working with multiple delivery aggregators with indoor and outdoor digital menu boards, app integration mobile phones and probably more tech touchpoints in the future,” he said. . “We want this all to work seamlessly for our customers and restaurant team members so they can focus on providing great service.”

Freeda S. Scott