Burger King unwrapped its summer 2013 menu last week and thereby signaled its intent to go toe-to-toe, or, foot-to-foot, as it were, against the internationally-popular specialty market niche known as the McDonald's McRib.
Amid a line-up of new and returning summer fare that included Carolina BBQ sandwiches, sweet potato fries, the return of the Memphis Pulled Pork sandwiches, a new BBQ chicken salad and oreo desserts, Burger King introduced its limited-edition BK Rib sandwich, which, like the McRib, features a boneless patty doused with tangy sauce. The meat fillet is layered between sweet bread and butter pickles and will be sold nationally starting May 21.
"Our guests have grown to look for a variety of options," Eric Hirschhorn, Burger King's vice president of global innovation, was quoted saying by USA Today. "It's not just about beef anymore, but other proteins like chicken and turkey and pork."
The McDonald's McRib has built a loyal fan base since it first appeared on the McDonald's menu as a limited-time item in 1981.
Then, since its market introduction, the McRib has reappeared irregularly while drawing a cult-like following that includes a fan-run Twitter feed that keeps track of when and where the sandwich will make an appearance (see @McRibWatch).
There's been a fan movement for some time that's clamored for the McRib to be placed on the fast-food chain's regular menu permanently, reports burgerbusiness.com.
"Its popularity is global. McDonald's stores in Austria last year introduced a deep-fried-patty version called McRibster," said Hirschborn. "Australian consumers cheered when the Atlanta Pork McRib arrived there last summer as part of a special Summer Olympics menu."
Burger King in 2010 rolled out its Fire-Grilled Ribs, which were bone-in and sported barbeque sauce. At the time, an 8-piece meal cost $9 and the product didn't sell in large volume reported USA Today.
The price for the new rib sandwich has a recommended price tag that will vary by market of is $3.49 a la carte and $5.59 as a meal - with fries and soft drink, reported USA Today.
The competition between the two ribs comes at a time when industry players like Burger King are increasingly taking on McDonald's in product innovation.
For Burger King, the move into a boneless, rib sandwich and other pork products is being driven by consumer demand and commodity prices.
The rib sandwich, tested for 10 months in Shreveport, La., sold "extremely well," Hirschhorn said. The recommended price, which will vary by market, will be approximately $3.49 a la carte and $5.59 as a meal - with fries and soft drink.
Burger King will soon begin heavily marketing the new sandwich - and the entire summer menu - under the "taste is king" slogan.
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