BK's Fire-Grilled Ribs Encroaching On Applebee's Riblets Turf?

BK's Fire-Grilled Ribs Encroaching On Applebee's Riblets Turf?

Food & Drink

BK's Fire-Grilled Ribs Encroaching On Applebee's Riblets Turf?


By Cari Martens

Would you pay close to 10 bucks for a meal at Burger King? The folks at BK are betting that you will—or, at least that some of you will.

The second-place burger chain has begun rolling out its new Fire-Grilled Ribs, a limited time promotion scheduled to run through the July 4th holiday with a suggested price of $7.19 for an 8-piece meal, which includes fries and a drink.

But in Chicago, prices for the 8-piece combo have run as high as $8.99, according to a report on website burgerbusiness.com. Add in sales tax and you’re in Alexander Hamilton territory—or should we say Applebee’s and Chili’s territory.

With this new menu offering, Burger King is claiming to be ‘the first national fast food hamburger restaurant to dish up authentic, juicy, bone-in pork ribs.’ The smoky ribs, slow cooked in the chain’s new batch broilers, are offered in a choice of three meal sizes, including an ‘add-on price’ to a value meal of just $1.99.

“Fall-off-the-bone ribs and summer go hand-in-hand, and now we are excited to be the first national fast food hamburger restaurant to offer our guests an authentic bone-in rib menu offering,” said John Schaufelberger, senior vice president, global product marketing and innovation, Burger King Corp. “Our guests’ initial reaction to this product has exceeded our expectations.’

In Chicago and other Midwest markets, another limited-time pork item, the Country Pork Sandwich, will be on the menu. It’s a mid-price item at $3.49 (or $3.99 with mayo, lettuce and tomato). Both the sandwich and the Fire-Grilled Ribs were developed in association with the National Pork Board.

If BK customers prove willing to fork over $8 and up for ribs combo meal, that may be the most encouraging sign we’ve seen yet that the economy is on the rebound.

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