When he helped oversee operations at Domino’s, Tom Curtis often stopped by Burger King restaurants during his travels. He usually ordered a Whopper. “I’ve always been a Whopper lover,” Curtis said in an interview last month.
That’s a good thing, because Curtis is now head of the chain’s North American business. And that business this year will be all about the Whopper.
The company on Monday introduced a trio of new Whopper options, called “Whopper Melts” that feature two Whopper Jr. patties on toasted bread. It promises more such innovation over the course of the year.
They come as Burger King has shifted its focus under Curtis, who was brought in last year to improve the chain’s operations and was soon elevated to the role overseeing the brand’s domestic business. That business had struggled of late, including 1.8 same-store sales growth in the fourth quarter—results that were far below its primary competitors McDonald’s and Wendy’s.
One of its strategies this year is to focus much of its marketing on its core menu, particularly the Whopper. “It’s something a lot of people think about when they think about Burger King,” Curtis said. “We believe it’s the best burger in the business. And consumers think it is.”
Burger King created the Whopper in 1957 after the chain’s cofounder, James McLamore, developed the sandwich to match a rival’s larger burger. The sandwich has become a central part of the chain’s identity—it is known as “The Home of the Whopper,” after all.
The quarter-pound burger features mayonnaise, lettuce, tomato, pickles, ketchup and sliced onion on a sesame seed bun, with cheese optional. McDonald’s has tried several times over the years to match the product with items such as the McDLT and the Arch Deluxe. None lasted long on the chain’s menu.
Burger King has in recent years focused much of its innovation elsewhere. Notably, the chain introduced a chicken sandwich last year that didn’t quite resonate with customers. Burger King, which was always strong at marketing, has opted to focus its attention on improving operations. One of those strategies is to eliminate poor-selling products and market its core items more often.
Given its history, the Whopper made sense. It also made some sense to stop discounting the product. Burger King has since taken the Whopper off its 2-for-$6 value menu. That move was done to help operator profitability. But there are other benefits, too. “The Whopper is a multi-billion-dollar brand,” Curtis told investors last month. “And we need to treat it as such.”
Burger King’s Whopper Melts feature three varieties. The basic Whopper Melt features two Whopper Jr. patties, American cheese, caramelized onions and a “Stacker Sauce.” Another version adds bacon while a third, spicy melt features jalapenos and a spicy sauce.
By using two smaller patties, which together come up to a quarter pound, rather than a full-size Whopper patty Burger King says customers can more easily consume the burgers with one hand. That way, the company said, customers can hold the burger in one hand and type a text with the other.
To introduce the new product, Burger King is letting members of its Royal Perks loyalty program get Whopper Melt combos for $6 starting Thursday. The base price for the melt burgers is $4.29.
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