Burger King, a global fast-food giant, has recently stirred up a buzz in Thailand with its innovative menu addition. The new item on the menu is a burger that swaps out the traditional meat patty for an astonishing quantity of cheese.
Earlier this week, the Thai division of Burger King unveiled what they’ve dubbed the “real cheeseburger.” This unique creation is a bun packed with up to 20 slices of American cheese. The introduction of this item to Thai menus on Sunday, at a discounted price of 109 Thai baht ($3.10), compared to its regular price of 380 baht ($10.90), quickly became a sensation on social media platforms in Thailand. Numerous TikTok users posted videos of their first encounters with this new sandwich.
Burger King confirmed the authenticity of this unusual offering in a social media post on Sunday, stating, “This is no joke. This is for real.” The popularity of the cheese-loaded burger was so immense that one Burger King outlet in Bangkok had to halt delivery orders to ensure sufficient stock for walk-in customers.
This new menu item is an example of how fast-food franchises worldwide are striving to create unique and eye-catching menu options that will gain traction on social media.
Fast-food chains continuously adapt their offerings to cater to local tastes in different countries. In Thailand, cheese is particularly popular among younger customers, and it’s not uncommon to find it sprinkled on a variety of dishes. Burger King’s Thai menu also features salmon katsu burgers, reflecting consumers’ preference for healthier alternatives to beef.
The Burger King chain in Thailand is owned by Minor International, a local hospitality group that is one of Asia’s largest restaurant owners.
The trend of introducing unique and sometimes outrageous food items is not just a marketing strategy but also a response to changing consumer preferences. With the rise of social media, consumers are always on the lookout for unique and ‘Instagrammable’ food items. The ‘real cheeseburger’ is a perfect example of a product that caters to this trend.
This strategy is not only limited to Thailand but is a global phenomenon. For instance, in India, Burger King offers a range of vegetarian burgers to cater to the large vegetarian population. In Japan, Burger King introduced a black burger, where the bun and cheese were colored with bamboo charcoal.
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