Press Conference Held at Burger King Yaksu Branch on the 23rd
Unveiling of Chicken Platform 'CRISPR'
Single Item Menu Priced in the 5,000 Won Range
Debut of Dessert Line 'King Fusion'
Burger King is targeting the chicken burger market with its new platform, 'CRISPR'. The strategy is to develop it into a platform on par with the popular 'Whopper', aiming to appeal to a wide range of chicken consumers. The company also unveiled a new dessert line, 'King Fusion', targeting Generation Z, who have a high preference for desserts.
On the 23rd, Burger King held a press conference at its Yaksu Station branch in Seoul, where it introduced its new menu items 'CRISPR' and 'King Fusion', and announced its brand platform expansion strategy.
Sungha Lee, Chief Marketing Officer (CMO), who gave the presentation, said, "Until last year, Burger King focused on diversifying new premium beef burgers and launching them across various platforms. This year, we plan to expand our focus to chicken burgers and side platforms."
Sungha Lee, Chief Marketing Officer (CMO), is giving a presentation on the 23rd at Burger King Yaksu Station branch in Seoul. Photo by Yejoo Han
CRISPR features whole chicken breast marinated with garlic, onion, and pepper, coated in a rice flour and rice crust batter for a crispy exterior and juicy interior, and topped with domestically produced fresh cucumber pickles.
Sungjae Lee, Head of Product Development, explained, "We aimed for a familiar and popular taste so that customers would want to enjoy it again. We prioritized the quality of the whole meat, differentiated the flavor by marinating it in a way familiar to Korean customers, and achieved a crispy texture with rice crumble. The product was perfected through extensive testing over a long period."
Pricing was also carefully considered. 'CRISPR Classic' is priced at 5,700 won, and 'CRISPR Classic BLT' at 6,700 won. CMO Lee said, "Until now, there has not been a whole chicken breast burger in the 5,000 to 6,000 won price range on the Burger King menu. With CRISPR, we focused on developing a high-quality product at a reasonable price point, offering a single item in the 5,000 won range, which is rare at Burger King, prioritizing completeness over uniqueness."
CRISPR is set to launch worldwide, with Korea being the first country in Asia to introduce it. The release date is the 24th. Two varieties will be launched initially, with plans to add more CRISPR products in the future.
The dessert menu 'King Fusion', also unveiled at the event, will go on sale starting the 28th. King Fusion is a premium sundae lineup, featuring a higher milk content than the existing sundaes. It is a milk sundae topped with either chocolate brownie or caramel butter cookie toppings. Through King Fusion, Burger King plans to diversify brand experiences via desserts and strengthen its premium side menu strategy.
CMO Lee emphasized, "We are launching the product and platform with the hope that when consumers think of chicken burgers at Burger King, they will remember CRISPR. By expanding our platform and dessert line, we aim to offer consumers a wider range of choices and deliver a distinctive Burger King experience."
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