Burger King won't be celebrating Halloween the way its rivals have.
The Restaurant Brands International (QSR) -) chain has not added pumpkin spice to its menu. McDonald's has its version of Starbucks's famous Pumpkin Spice Latte while Wendy's mixes things up with its brand-new Pumpkin Spice Frosty.
DON'T MISS: McDonald's secret menu burger brings two meals together
Pumpkin spice has become so ubiquitous that it's almost a cliche, and for the fast-food competitors, it's hard to get people excited by adding it to the menu.
At McDonald's (MCD) -), it's almost an afterthought as every chain that sells espresso-based beverages seems to offer it in some form.
Wendy's' (WEN) -) Pumpkin Spice Frosty is a first for the chain, and its introduction surprised people since many media reports suggested that its fall flavor was going to be Caramel Apple.
Burger King, however, does not offer much in the way of coffee beyond a basic cup. It could have added, say, a Pumpkin Spice Shake, but it has decided to go in an entirely different direction. The chain has brought back one of its most beloved Whopper variants, on a limited basis.
That move, however, appears to be a precursor to a much bigger menu change, according to a leading food blog.
Image source: Shutterstock
Burger King brings back the Angry Whopper
Burger King has made a curious move as the chain heads into the fall season. It has brought back its Angry Whopper, in a very limited way.
The popular sandwich includes a quarter-pound flame-grilled beef patty layered with spicy onion tanglers, melted pepper jack cheese, pickled jalapenos, bacon, tomatoes, lettuce, mayonnaise, and "angry" sauce on a toasted sesame seed bun.
It has returned — but only in parts of Ohio, Chew Boom reported. There may, however, be a method to the chain's madness of making such a popular sandwich available on such a limited basis.
"While Burger King did not offer an explanation on why the fan-favorite is only being made available in the Columbus area, I’m betting the limited test is part of something bigger on the horizon, like a Halloween-themed Angry Whopper. While not confirmed, I’m willing to bet a side of Angry Fries on it," Chew Boom's Bob Miller wrote.
The Whopper drives Burger King
While McDonald's has multiple billion-dollar brands, Burger King has just the Whopper. The company has leaned heavily on its signature sandwich. RBI Chief Executive Josh Kobza discussed this during the company's second-quarter-earnings call.
"Growth this quarter was driven by thoughtful calendar initiatives, focused on our flagship equity, the Whopper, as well as benefits from more effective marketing aided by enhanced marketing analytics and continued operational improvements," he said.
Burger King saw an 8.3% increase in U.S. same-store sales, credited largely to the Whopper.
"Our Ways to Whopper campaign reminded guests that they can have it their way and choose between one of the over 220,000 ways to build the Whopper," he said.
"We layered this campaign with the Whopper Jr. Duo, our core discount initiative, and the Spider-Verse Whopper promotion, both of which were targeted towards building the next generation of Whopper lovers. These campaigns drove higher average tickets and attracted younger guests without impacting core Whopper volumes."
Kobza made clear that the chain has succeeded not just by selling wacky Whopper variations but also by ensuring that it produces the sandwich well. "We've done a lot of training that's very focused on Whopper quality and that actually makes a huge difference," he added.
Get exclusive access to portfolio managers and their proven investing strategies with Real Money Pro. Get started now.
