Burger King’s next conquest: Hot dog king

Snoop Dogg has filmed an video for Burger King teaching its employee to make their new Grilled Dogs.

“In a moment when a lot of brands in quick service are trying to become more fast-casual, we’re taking an opposite view”, said Alex Macedo, president of Burger King North America.

According to reports, diners will have two options to start: the classic chili cheese or the all-American mustard, ketchup, relish, and onion version. The Classic Grilled Dog is at a recommended price of $1.99 ($4.49 in a combo meal) and Chili Cheese Grilled Dog comes to a recommended price of $2.29 ($4.79 as part of a combo meal).

The reaction to Burger King’s announcement was mixed. Smaller food joints like Dairy Queen and Sonic also offer hot dogs, but still mostly sell hamburgers nonetheless.

Burger King says it exceeded its sales targets in each of its test markets, giving it confidence that consumers across the country will embrace its hot dogs.

Americans eat more 20 billion hot dogs per year, Burger King estimates. In 2013, Burger King launched “Satisfries” – a low calorie alternative to chips – that failed to attract customers.

Taking a jab at the fast-food and fast-casual competition, Mr. Macedo said Burger King is looking to differentiate itself by going with more of an old-school fast food menu.

“We’re not seeing grilled dogs as a product launch”, says Macedo.

If all goes well across the pond, however, Burger King do plan to try out other hot dog variations.

Independent burger bars have been adding hot dogs to their menus over the past several years, as I outlined in a post last summer.

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