Burger King is revamping this fan-favorite menu item next—after its new Whopper led to an 8.5% boost in sales
Burger King continues to push the boundaries of its menu. After successfully revamping its flagship product—the Whopper—it isn’t stopping there. Today, the fast-food chain announced it will be giving its chicken nuggets an upgrade, too.
In a press release, the burger giant hinted at a new marketing direction: greater authenticity.
Burger King asked customers to taste-test its nuggets and sauces, and the verdict was a big thumbs-down, with thousands of people reporting that they tasted “rubbery,” “dry,” and “disappointing.” So the brand said it “went back to the kitchen to rethink every element” of its nuggets.
On September 1, it will debut its improved nuggets, made with all-white meat, crispier breading, and an improved marinade, with a fresh sauce lineup of sweet and sour, honey mustard, buffalo, and a limited-time savory sauce.
Owning up to the fact its chicken nuggets weren’t cutting it is part of Burger King’s long-term strategy—which focuses on Gen Z’s craving for authenticity, a better customer experience, a tastier menu, and a strong social media game.
“We take guest feedback seriously, and when we received thousands of texts, calls, and comments telling us our nuggets needed a total overhaul, we listened,” Amy Alarcon, head chef for Burger King in the U.S. and Canada, said in a statement.
BK’s move—and its focus on authenticity—comes after McDonald’s CEO Chris Kempczinski was roasted after he posted a video of himself awkwardly eating a Big Arch burger. One viewer wrote on social media: “What’s the opposite of genuine and authentic?”
And Burger King’s “If it doesn’t taste good, we don’t feel good” strategy appears to be winning out, at least for now. Its U.S. same-store sales were up 8.5% last quarter, outpacing McDonald’s and making Burger King the second-largest burger chain in the country, beating out rival Wendy’s.
The brand is also addressing another major concern: price. Soaring fast-food costs have been met by widespread customer outrage and allegations of upcharging across fast-casual chains. The new nuggets are priced from $1.99 (for four pieces) to $7.49 (for 20 pieces).
Founded in 1954, the global quick-service hamburger chain operates more than 19,000 locations in more than 120 countries and U.S. territories. Nearly all Burger King locations are owned and operated by independent franchisees.