Most fast-food chains have secret menus, but some secrets are bigger than others.
Starbucks has been aggressive in moving items from its fan-created secret menu to its regular menu when demand suggests that it's a good idea. That allows the chain to formalize a recipe and ensure that when someone orders a Pink Drink or a Medicine Ball, they get the same at every location.
DON'T MISS: Burger King menu adds unique Whopper, spicy new 'fries'
McDonald's embraced the same trends in a July 2022 promotion, where it pitched some secret-menu items. The chain offered some fan favorites like the Surf & Turf, a sandwich with both the Filet-O-Fish and cheeseburger patties; the Hash Brown McMuffin, an Egg McMuffin with the chain's hash brown in between the egg and sausage; and the Crunchy Double, chicken nuggets over a burger.
In a broad sense, secret menus have gone mainstream. What used to be insider info can now be Googled, so you don't really need to be an insider to chow down on the secrets.
Burger King has long had a popular secret-menu item that's unique to the chain. The menus at McDonald's and Wendy's (WEN) -) don't have the items required to make this (kind of) popular secret combo.
Image source: Burger King
Burger King makes a secret-menu item a menu item
Unlike Wendy's and McDonald's, Restaurant Brands International's (QSR) -) Burger King sells onion rings. This side dish has been popular and it's a major differentiator for the chain, albeit one it has not promoted much.
Fans of Burger King's onion rings and fries have been buying orders of both and combining them to create what is popularly known as "Frings." Some locations would sell a mixed order if you asked for Frings, but it was not company policy to do so.
Now, Burger King is adding Frings to its regular menu, although it's not using that name. Instead, the chain will begin selling what it's calling Have-sies at locations nationwide starting Oct. 12.
(It's possible the Burger King could not call its product "Frings" because Jack in the Box has used that name in the past).
"Have-sies is a combination of the brand’s signature fries and classic onion rings," Chew Boom reported.
"While Have-sies can be enjoyed a la carte in value, small, medium, and large sizes, the new offering offers Burger King fans even more ways to build a combo meal to suit their tastes and satisfy their cravings."
Burger King tested “Fries n’ Rings” at select locations in Miami and Fort Lauderdale, Fla., in June 2023.
Burger King is investing in its kitchens
Burger King currently has a $250 million Royal Reset program designed to help restaurants upgrade their equipment.
"Participating franchisees have matched our spend dollar-for-dollar with investments in essential kitchen equipment like toasters and broilers, which will largely roll out in the back half of the year," Restaurant Brands Chief Executive Josh Kobza said during the chain's second-quarter-earnings call.
RBI Chairman Patrick Doyle also discussed the progress Burger King has made during the call.
"At Burger King in the U.S., it's about operational execution and modernization. All the fundamental work the team and franchisees have done is paying off, led by wins in both operations and marketing," he said.
He noted that the company has been investing in the stores beyond the Royal Reset program.
"We already have our $400 million Reclaim the Flame investment being put to work, and I think that long-term there is more we will consider doing, especially around digital-centric remodels," he added.
Receive full access to real-time market analysis along with stock, commodities, and options trading recommendations. Sign up for Real Money Pro now.
