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Burger King Introducing First Stuffed Burger

Filed under Advertising, LTO, Marketing, Menu, QSR Burgers, Test Market

[Update: As expected, the burger was unveiled on Jan. 10. Also updated with confirmed nutrition info.]

Burger King will announce as early as tomorrow (Monday, Jan. 10) the much-anticipated introduction of the first stuffed burger on a national quick-service restaurant chain menu. With a name that is nearly as big a mouthful as the product, the Jalapeño & Cheddar BK Stuffed Steakhouse already has slipped onto the menu in some markets. But several operators told they were waiting until Monday.

The stuffed burger will be marketed with the slogan “In it. Not on it.” to emphasize that cheese and jalapeños are infused into the beef patty. The sandwich also sports a creamy poblano sauce, lettuce and tomato on top of the patty.

The introductory a la carte price will be $3.99 (holding to the introductory price when the Steakhouse XT line was unveiled a year ago), with combo prices varying by location. A quick check found that units in most markets will bundle a Jalapeño & Cheddar BK Stuffed Steakhouse combo with small fries or onion rings and a small drink for $5.99—a $2 upcharge.  With tax, one BK unit in eastern Pennsylvania said its combo meal will cost a hefty $6.59.

That pushes Burger King once again into price competition with its new fast-casual challengers, as happened last spring when some units sold 8-pice meals of its BK Fire-Grilled Ribs for as much as $8.99. Will consumers—especially adult burger lovers—choose Burger King’s Stuffed Steakhouse when a third-pound burger at Smashburger or a double-patty cheeseburger at Five Guys is each $4.99?

Burger King also gambles with this premium-price burger intro because most competitors are observing QSRs’ traditional January “price diet.” McDonald’s is promoting its budget/waistline friendly $1.99 Fruit & Maple Oatmeal. McD’s also has a “20 McNuggets for $5” offer to countr KFC‘s “20 Hot Wings for $10” promotion. Wendy’s is backing its 99¢ Everyday Value Menu, to which it has added the new Natural-Cut Fries with Sea Salt. Jack in the Box has a $3.99 Jumbo Deal; Sonic‘s current LTO is a $2.99 BLT sandwich; Checkers has brought back $1 “Unbelievaburgers” and both Culver’s and Steak ‘n Shake are each touting eight meals for $4 or less. Burger King’s $6.00-plus combo meal stands out from this pack.

It was nearly a year ago that then-BK CEO John Chidsey told analysts that stuffed burgers were one of many future menu additions made possible by installation of the chain’s new batch broiler. Burger King has since been acquired by investment firm 3G Capital and Chidsey, who remains a director, has been replaced as CEO by Bernardo Hees, who previously had headed Latin American railroad America Latina Logistica. BK first tested the Jalapeño & Cheddar BK Stuffed Steakhouse in Indianapolis in August. That led us earlier to forecast that 2011 will be the “year of the stuffed burger.” And so it begins.

Burger King tells us that the Jalapeño & Cheddar BK Stuffed Steakhouse has 590 calories, 34 grams of fat and 1,240 mg of sodium.

15 Responses to Burger King Introducing First Stuffed Burger

  1. NOT the first stuffed burger. Perhaps the first stuffed burger at one the mega-fast-food market, but our local Burger 55 came up with the Stocking Stuffer for the December Burger-of-the-Month.!/burger55

  2. admin

    I said “first stuffed burger on a national quick-service restaurant chain menu” for that reason. There are hundreds of burger places with stuffed burgers and Burger 55 apparently is among them. But Burger 55 doesn’t have locations across the country. BK does.

  3. Ray

    Are we living in 2011 here?? The funny thing as I am a private restauranteur the prices quoted are perceived as high for some areas of the country.When is it going to be okay for restaurants to charge enough money to actually make money??

  4. james rittenberg

    Mother Hubbards in Chicago has been serving a flame broiled , hand fashioned stuffed burger for about 20 years. The other places just put stuff on top of their meat. It is on State and Hubbard

    The Mother Hubards burger is fantastic -juicy and tasty. Like Moms used to make in the 50s and 60s.

  5. admin

    Yes, I’ve enjoyed one or two or more there! Again, many. many places serve stuffed burgers (authentic and otherwise; delicious and otherwise), but BK is the first national fast-food chain to do so.

  6. ceecee

    are they going to make one…NOT with jalapenos…come on some of us are tired of latin american food..enought..can you maybe stuff one with cheddar and mushrooms or onions..please…or with blue cheese and mushrooms..

  7. Heahter

    I’ve tried this and it was really good…The sauce they put on it is gross and it has a really odd taste to it..I like polanbo peppers but the sauce is not good.

  8. Wayne

    I don’t really care much what Burger King does, I just don’t feel they know what the public wants. Those ribs, while a nice idea were horrible. The Steakhouse burgers while tasty were too big for me. Now the stuffed burgers, which I’m not particularly interested in anyway.
    To those smaller burger joints, I wish there were more of you, the big chains may be cheaper but the quality isn’t there. Burger King is the worst and I used to like them. Just not as easy to find those special mom and pop type places, and get in and get out fast.

  9. Kenda

    I work in SC and evidentally am in a “test area” for the new stuffed burgers. I really liked it. Tried to get it back home in OH over the holidays and they said they wouldn’t be getting it there until January. If you like hot/tangy in a burger, you might want to try this one. Kind of costly though. Needless to say, LOTS of calories/fat grams.

  10. admin

    You had it way back then and didn’t let BurgerBusiness know??? C’mon, people!

  11. Walker

    I think Burger King has lost touch with consumers, and has somehow adapted a delusional philosophy that driving up menu prices and per check averages will bring profits. Changing to less healthy alternatives that cost more cash is just about what I would expect from collegiate marketing types who are desperate to claim innovation without much real world experience. About six months ago a similar “jackwagon decision” was made to change coffee brands from Douwe Egberts to Seattle’s Best, which immediately lowered breakfast sales. They still haven’t figured that out yet either. Lastly, you referred to Burger King as a “national quick service restaurant.” About the only thing quick about it is the rate which sales and profits are disappearing.

  12. Engel Bert

    The Whopper,of course is Burger King’s trademark sandwich. Not the most creative way to come up with your product’s name, but it works a Hell of a lot better than whatever Taco Bell executives do to come up with their stupid names,The sandwich comes stacked with a Whopper meat patty, spicy mayonnaise, lettuce, tomato, crispy fried onions, ketchup, and pepper jack cheese. If this sounds like a slight variation of BK’s recent promo sandwiches that’s because it is.They have swapped out a few condiments from their past couple of burgertisements,but kept the root ingredients the same. It’s obviously a successful formula. Burger King is unable to find any tomatoes that meet their high standards of quality,a truth that directly affects the Whiplash Whopper’s ingredient roster.

  13. cat

    The BK stuffed jalapeno and chedder steakhouse burger is awesome and I loved that it is stuffed so I dont have to wear everything as you do with most toppings. For me it is a match made in heaven. I get it once a week.

  14. Janet

    Delicious thats all I gotta say.

  15. bruski

    Man, I love this burger!!!
    I want to know how they cook them without the cheese melting away, I tried a home version and 90 percent of the cheese oozed out into the grill.