Bloomberg: Burger King’s latest new item is taking a stab at Chipotle Mexican Grill Inc., which is still reeling from a string of foodborne illness outbreaks. The Whopperito, which puts Whopper burger ingredients like beef, tomatoes, onions, lettuce and pickles inside a flour tortilla, will be sold nationally beginning Aug. 15. A queso sauce replaces the mayonnaise from the hamburger. …
The burrito-burger mashup may help the chain attract Americans who are eating at Chipotle less after E. coli and norovirus outbreaks sickened dozens across the U.S. The idea for a Whopper burrito came from a franchisee with stores in Ohio and Pennsylvania and was tested in some locations in June, Macedo said. The Whopperito isn’t in response to any competitive activity, he said. …
The Whopperito is $2.99 and will be sold for three to four months. That’s cheaper than Chipotle’s beef burritos, which cost about $9 in New York and $7 in more rural U.S. areas. But those wanting a little more heat in their Mexican fare may have to turn elsewhere. The Whopperito is meant to appeal to a broad swath of Americans. “It’s not too spicy,” Macedo said. “It’s funky, but it’s not polarizing.”
And Burger King continues to throw shit at the wall hoping that something, anything, will stick. This is nothing more than yet another desperation tactic, a Hail Mary, a pathetic grasp for straws. Burger King is gross. I bet this cheeseburger burrito will fix all of their problems and take them to new heights! Goodbye bad reputation, hello new customers! If a Whopper chopped up and put into a tortilla doesn’t get people in the door, I don’t know what will. And for under $3?! That can’t be right, can it? What a bargain! AND they were noble enough to scrap the mayo and add queso. BK pulling out all the stops for this big launch I can see.
I wouldn’t go to Burger King for a Whopper let alone a Whopperito. Their burgers are garbage especially in compassion to the likes of a McDonald’s Big Mac/Quarter Pounder and Wendy’s Baconator. Their fries aren’t even allowed at the same table as McDonalds and Wendy’s fries; they’re the Steven Glansberg of fast food French fries. Do they even have nuggets? Doesn’t matter because McDonald’s and Wendy’s have us covered on that front. Their “famous” chicken sandwich? Obviously you’ve never had a #6 from Wendy’s. I will say that the Mac and Cheetos were awesome. But that’s quite literally it.
“Eric, don’t you think you’re being a little harsh on Burger King? They have things on their menu that McDonald’s and Wendy’s don’t have.” Excellent point. Forgive me for not mentioning that Burger King also has Hot Dogs. Burger King has revolutionized the fast food industry and transcended the game as we know it, with Hot Dogs. Nothing like a classic, American, Burger King Hot Dog to appeal to customers and potential customers. It’s so dumb that’s maybe it’s brilliant. Perhaps I’m not giving BK enough credit. Or perhaps the hot dog is disgusting like virtually everything else on the menu as will be the Whopperito. This is just sad.
It is pretty adorable to see BK so inspired by Chipotle. I wrote last week that Chipotle is set to open up a burger location soon. Burger King had to follow suit with an out-of-the-box plan. But the one important detail they neglected to remember is that people like Chipotle whereas Burger King is hated by all as far as I know. The ingredients are high quality and their food is delicious. Burger King is the bottoms of the barrel. Chipotle can do burgers, Burger King cannot do burritos. I wouldn’t be surprised if Chipotle puts BK out of business with this one.