Burger King may need a rebrand as it introduces Grilled Dogs in more restaurants than any other restaurant chain in the US. The new #GrilledDogs will be available in two styles: the Classic Grilled Dog and the Chili Cheese Dog.
With estimates as high as 20 billion hot dogs consumed each year, “The introduction of Grilled Dogs just made sense to our guests and for our brand,” said Alex Macedo, President, North America, Burger King, in a press release. “We’re applying over 60 years of flame-grilling expertise with the Whopper sandwich to make Grilled Dogs the next great American icon.”
Burger King is the second-largest fast food hamburger chain worldwide with more than 14,000 locations in 100 countries and US territories, and the hot dogs will be on the menu in 7,100 US locations starting February 23.
Burger King enrolled Snoop Dogg and Charo to star in training videos for making the hot dogs.
Smaller chains that sell hot dogs include Dairy Queen and Sonic Drive-In but Burger King sees a category opening. “This is probably the most obvious product launch ever,” said Macedo.
“The launch has Burger King poised to steal a sizable bite of a market dominated by convenience stores, wholesale clubs and retailers like Home Depot,” notes USA Today. “Burger King is also expanding its menu to include one of America’s favorite processed meats at a time when the fast food industry has been scrambling to find ways to appeal to more health-conscious customers with additions such as kale salad and sides of fruit.”
The brand partnered with Oscar Mayer, owned by Kraft Heinz, on the 100%-beef hot dog. Burger King trialed its dogs in five markets last year and Macedo said in USA Today, “It was the biggest market test that we ever did. We haven’t been as excited about a product announced like this in a long, long time.” He compared it to the debut of the Whopper.