Back in 1978, fast-food burger chain menus were very basic.
In order to deliver the "fast" part of "fast food," Burger King and McDonald's (MCD) -), the dominant chains of that era, kept things very basic.
They offered hamburgers, cheeseburgers, and french fries along with soft drinks and not much else. McDonald's had the Filet O' Fish to serve Catholics who did not eat meat on Fridays during Lent, but chicken nuggets, and even chicken sandwiches were not yet offered.
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That made it somewhat revolutionary in 1978 when Restaurants Brands International's (QSR) -) Burger King introduced its "long" sandwiches. Instead of being served on round buns, these were sandwiches offered on a sort of sub/grinder/hoagie roll. The lineup, which varied over the years, included a chicken sandwich, veal parmesan, ham and cheese, and the Italian Chicken Sandwich.
Those sandwiches were unlike anything McDonald's offered. And while the chicken patty on the Classic Chicken Sandwich and the Italian Chicken Sandwich is nothing like the large, unprocessed hunks of chicken breast that Popeye's has made all the rage, people have always loved Burger King's 1970s chicken sandwiches.
Now, even though the chain has a premium Italian Chicken Sandwich on its menu, it's bringing back the classic version.
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Burger King Brings Back a Classic
Sometimes fast-food is about making people feel good, more than about the food actually being good. The Burger King Italian Chicken Sandwich checks off the nostalgia and comfort food boxes for long-standing customers of the chain.
"The Italian-inspired sandwich features a long, crispy-fried, breaded white meat chicken patty with marinara sauce and two slices of melted Mozzarella cheese sandwiched between a long, sesame seed bun," the Fast Food Post reported.
Just the sandwich will cost $5.29 while combination meals with a small fries and a drink will set you back $7.79. Prices may vary by location and the Italian Chicken Sandwich will be on menus nationwide, although not every Burger King location will participate in the promotion.
Burger King Works to Stand Out
While McDonald's has generally been a pretty conservative chain (with the McRib being a major exception), Burger King has always operated more loosely. That's because as the long-time number two (and current number three) player in the fast-food burger space, it has needed to do things to stand out.
Currently, as it tries to catch Wendy's (WEN) -) to move back into the runner-up slot, the chain has been investing heavily in its brand. Burger King has committed $400 million in the U.S. for "Reclaim the Flame," a two-year effort to accelerate the chain's growth.
Early results have been strong, according to Restaurant Brands International's CEO Josh Kobza who spoke during the company's first-quarter earnings call.
"For the first quarter, BK U.S. delivered comparable sales of 8.7% year-over-year, and system wide sales growth of 8.1%. Our total net restaurants declined 1.7% year-over-year as we work to make important progress improving the overall health of the franchisee base," he said.
Reclaim the Flame involves spending $150 million on advertising and $250 million on restaurant technology, kitchen equipment, building enhancements and high-quality remodels and relocations, according to a press release.
"We are relentlessly pursuing a better experience for our guests," Burger King President Tom Curtis said. "...Our plan is focused on a few important priorities — operational excellence, refreshed image, and enhanced marketing."
