Press Release from BK on Veggie Burger

[Guest guest]

Based on this press release, I am guessing the veggie burger is not

vegetarian. They say it is cooked on a flame grill - I assume the

same as the meat burgers. I notice they are careful to never call

it " vegetarian " either. It's in the same press release as the low-

fat mayo. It seems they are marketing towards meat eaters that want

a healthier choice - not vegetarians.

 

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BURGER KING® Launches First-ever Veggie Burger with the Great

Taste

of Flame-broiling

 

 

BKC Also Adds Reduced-fat Mayo to its Menu

 

 

MIAMI, FL — March 14, 2002 — Burger King Corporation (BKC)

and its

franchisees are breaking new ground in the fast food category with

the national launch of BK VEGGIE™ burger -- the first veggie

burger

available nationally at a quick service restaurant chain. The BK

VEGGIE™ burger features the great flame-broiled taste Americans

know

and love from BURGER KING® restaurants, along with a newly

introduced

reduced-fat mayonnaise.

 

The new BK VEGGIE™ burger debuts in BURGER KING® restaurants

on

Monday, March 18, 2002, and features a flame-broiled veggie burger

patty with a delicious blend of garden fresh vegetables, whole-grains

and spices, topped with lettuce, tomatoes, and reduced-fat

mayonnaise, all on a sesame seed bun.

 

" This is a very exciting product introduction and menu enhancement

that our customers told us they want from BURGER KING, " said John H.

Dasburg, chairman, CEO and president, Burger King Corporation. " By

flame-broiling the BK VEGGIE™ burger we assure our customers that

now

they can have a veggie burger that tastes great. "

 

" We are constantly looking for ways to add new taste and variety to

our menu, " said Christopher E. Clouser, executive vice president and

chief global marketing officer for Burger King Corporation. " BK

VEGGIE™ burger is a completely new offering for a national fast

food

chain — something we know our consumers will enjoy, even avid

hamburger lovers. "

 

" The introduction of the BK VEGGIE™ burger, along with the 13

other

new and improved products we have launched recently, is very exciting

for the BURGER KING system, " said Julian Josephson, chairman,

National Franchisee Association, an association of BURGER KING®

franchisees. " These products will allow us to provide our customers

with greater variety and more reasons to visit our restaurants. "

 

BK VEGGIE™ burger is a permanent addition to the BURGER KING®

restaurant menu, and its recommended price is $1.99. The introduction

will be supported with a series of television commercials that

feature several of the new products Burger King Corporation is

launching, including the new BK VEGGIE™ burger. A full-page ad

will

appear in USA Today on March 18 as well.

 

The addition of BK VEGGIE™ burger to the ever-expanding BURGER

KING®

menu reinforces the brand's new advertising tagline, " @BK, YOU GOT IT!

™, " which was designed to boldly and emphatically showcase that

each

BURGER KING® restaurant delivers a variety of great tastes your

way.

 

" '@BK, YOU GOT IT! ™' is more than just an advertising tagline,

it's

our company philosophy, " said Clouser. " For example, since the new BK

VEGGIE™ burger comes with reduced-fat mayonnaise — you can

now order

reduced-fat mayonnaise on any of the sandwiches on our menu,

including the WHOPPER® sandwich. At BURGER KING® you can always

'HAVE IT YOUR WAY®'. "

 

" With the addition of our new ingredient … reduced-fat mayonnaise

…

the number of ways to order and enjoy a WHOPPER® sandwich now

grows

from 1,024 to 1,537, " Clouser said. The new reduced-fat mayonnaise

contains only three grams of fat, bringing the total grams of fat for

the BK VEGGIE™ burger to just ten grams. The new BK VEGGIE™

burger is

also made without soy.

 

With its nine original special ingredients (sesame seed bun heel and

crown, beef patty, pickles, ketchup, onions, tomatoes, lettuce, and

mayonnaise) and three optional ingredients (cheese, bacon and

mustard), Burger King Corporation calculated in the mid-seventies

that there were 1,024 ways to order a WHOPPER®. The variety of

ways

to have a WHOPPER® sandwich prompted the company to introduce

the " HAVE IT YOUR WAY® " advertising tagline in 1974 with a song

that

started with the lyrics, " Hold the pickle, hold the lettuce, special

orders don't upset us. " Over the years, Burger King Corporation has

reprised this popular tune in its advertising several times.