Crispy Even with Sauce, Now the No. 3 Bestseller
Next-Generation Menu to Follow "Bburinkle" and "Kwasak King"
Dining Brands Group announced on the 26th that Sweet Chili King, a new menu item from its chicken brand bhc, has surpassed cumulative sales of 1 million chickens in just three months since its launch.
According to bhc, Sweet Chili King, which was launched on November 18 last year, sold 400,000 chickens in the first month and 800,000 in the second month, before exceeding 1 million in the third month. The company explained that it maintained steady order volume without any decline in sales, even at a point when the impact of a new menu item typically weakens.
Sweet Chili King is currently the third-highest selling item among all bhc menu offerings, following Bburinkle and Kwasak King. It is being evaluated as having established itself as the next flagship product to succeed the existing signature menu items.
The company cited "differentiated texture" as the driving force behind its success. While there has been a perception that traditional seasoned chicken can be soggy, Sweet Chili King is designed to stay crispy by coating it with a thin, translucent layer of red chili sauce. The company explained that it achieves a balance of sweet and sour flavors, along with a glossy appearance reminiscent of tanghulu (candied fruit).
A bhc official said, "Even three months after its launch, Sweet Chili King continues to see steady demand and has established itself as the next signature menu item following Bburinkle and Kwasak King," adding, "We will continue to accurately identify consumer needs and introduce menu items that break away from existing conventions, thereby setting new standards in the fried chicken market."
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