Burger King (Burger King Holdings Inc.) has fired up a new broiler system that will soon be spitting out all sorts of deliciousness including the new Steakhouse XT, which is 30% larger than McDonald’s Angus Third Pounders, among many other goodies.

Regarding the new broiler system, according to John Schaufelberger – Burger King’s senior vice president of global marketing and innovation – “Not only is the technology revolutionary to our industry, it is proprietary to the BURGER KING(R) brand. It allows us to up the ante in our product development across the board – from superior quality food and unconventional menu innovations to even more competitive value offerings.”

Aside from the Steakhouse XT, Burger King is currently testing an assortment of products that can be prepared using the new broiler. This includes “fall-off-the-bone BK(R) Fire-Grilled Ribs, stuffed burgers packed with flavor from the inside out, and an array of one-of-a-kind offerings for breakfast, snacks and even flame-kissed desserts.”

Marketing Campaign
Burger King will launch a month-long national advertising campaign to gain exposure for the new menu additions this week. The ads will be geared towards the quality of the products as opposed to value, which has recently been seen in commercials. The new Steakhouse XT burger is the highest priced single-patty burger on Burger King’s menu, so I’m sure the commercials will target a different demographic than usual.

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Aaron Schoenberger
The Brainchild Group

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