Las Vegas has become bigger than it ever has. The city's famed 4.2-mile Las Vegas Strip has become the center of major events for much of the sports world and an entertainment destination with no close rivals.
If you want the biggest names, the largest events, and an overall world-class experience, you can get at it on the Las Vegas Strip. That's a pretty major change for a city that once hovered between kitschy and sketchy.
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There was always luxury on the Strip with Wynn Resorts (WYNN), The Venetian, and the high-end properties owned by Caesars Entertainment (CZR) and MGM Resorts International (MGM) transcending the overall environment. Now, however, the Strip has largely stepped up in class as Las Vegas has gone from a place just for business events and guys weekends to a top-tier entertainment, gambling, and of course, dining destination.
Las Vegas has eateries from seemingly all of the biggest-name chefs in the world. Food Network stars including Guy Fieri, Bobby Flay, and Robert Irvine have multiple restaurants on the Strip as do big names including Gordon Ramsay and Wolfgang Puck.
The Strip, however, does not just host the best of the culinary world. It's also a mecca for fast food where global tourists can taste the big name American favorites while everyone gets a chance to try regional classics like In-N-Out Burger or Five Guys. That actually makes Las Vegas a wonderful place to test a new fast-food menu item and that's exactly what Restaurant Brands International (QSR) is doing with its latest iteration of its classic Whopper sandwich.
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Burger King Brings a New Whopper to Las Vegas
Burger King has two kinds of new Whoppers -- novelty ones meant to get attention and more serious takes on the classic sandwich designed to be nationwide, maybe even worldwide menu additions.
Sometimes it can be hard to tell. The various "Angry" Whoppers hovered somewhere between serious and publicity stunts, while the chain's nine "Pregnancy Whoppers," which were only available in Germany, were strictly a publicity stunt.
Now, Burger King's latest take on its iconic sandwich is being tested in Las Vegas, but it seems like a real contender to become a nationwide menu addition. The chain plans to test a new Bacon Jam Brisket Whopper for a limited time exclusively in the Las Vegas and Minneapolis markets, the Las Vegas Review-Journal first reported.
"The latest Whopper innovation features a flame-grilled beef patty, shredded brisket, melty American cheese, crispy onions, and a smoky, sweet bacon jam on a toasted sesame seed bun. The burger will be available through May 25 or while supplies last," according to the newspaper.
The new Whopper will be on sale as of April 17.
Burger King Doubles Down On Execution
Burger King's chief rival, McDonald's (MCD) has focused on execution over new menu items since the covid pandemic. That's something Burger King has realized needs to be a bigger focus going forward.
"You've heard us highlight again and again the correlation between operational excellence and sales and profitability. Since sharpening our focus on operations in mid-2021, Burger King has achieved an over 40% improvement in guest satisfaction, with six consecutive quarters of progress," Restaurant Brands International CEO Joshua Kobza shared during the chain's fourth-quarter earnings call.
That's something the company has been heavily investing in and it includes a focus on The Whopper.
"We have accomplished this by supporting franchisees through several initiatives, including expanding our field team, implementing our new franchise success system, to provide consistent data and key metrics, and holding targeted gold standard service and Whopper training sessions across the system in the fourth quarter," he shared.
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