|
The Burger King Specialty Sandwiches are a line of sandwiches developed by the international fast-food restaurant chain Burger King in 1978 and introduced in 1979 as part of a new product line designed to expand Burger King's menu with more sophisticated, adult oriented fare beyond hamburgers. Additionally, the new line was intended to differentiate the company from other fast food hamburger restaurants at the time. Since the line's introduction, the other sandwiches have been discontinued, leaving the chicken offering, the Original Chicken Sandwich (abbreviated as OCS), as the primary product left. Additionally, other sandwiches that utilize the same roll as the chicken sandwich have been introduced to the company's menu both domestically and internationally since the original product line was introduced. Burger King markets the Original Chicken Sandwich under several different names globally, including the Long Chicken, BK Chicken and Chicken Royal in the international markets it does business. The company also produces other variants that are specifically tailored to meet local taste preferences or customs of the various regions and countries in which it does business. To promote continuing interest in the product, Burger King occasionally releases limited-time (LTO) variants in the line that have different toppings or ingredients such as ham, Italian sausage or pulled pork. Being one of the company's major offerings, the Specialty Sandwiches are sometimes the center of product advertising for the company. Despite being a major product line in the company's portfolio, Burger King has registered very few global trademarks to protect its investment in the products. == History == During the mid-1970s, Burger King was having issues with its operations, franchises and image. In 1978, Donald N. Smith was hired from McDonald's to help restructure the corporate operations of Burger King to better compete against his former company as well as the then up-and-coming chain, Wendy's. As part of an operational overhaul he dubbed "Operation Phoenix", Smith reorganized the corporate operations of Burger King. He also initiated a development plan for a new product line that would become the Specialty Sandwich line. Development began that year, and while the company found that the new product lines would add an approximate eight second delay to the production time of orders and would cost about $39 million in lost productivity, the product was introduced in 1979.〔 Despite these possible sales losses and time issues, the new products were successful and the company's sales increased by 15 percent.〔 This line — with many non-hamburger sandwiches, including chicken and fish — significantly expanded the breadth of the Burger King menu. The amount of new additions, several new sandwiches made with disparate ingredients was made possible due the design of Burger King's kitchen. The chain's kitchen is modeled around a more flexible concept that allows for a multiple work-flow operations where preparation stations can be re-tasked more easily. In comparison, McDonald's kitchen at the time was a more rigidly designed assembly line concept intended to quickly produce a more uniform product and was not easily adapted to new products. This more rigid system prevented McDonald's from broadening its menu to effectively competing with Burger King and other similar chains that were more flexible and were better positioned to expand their menu. The introduction of the Specialty Sandwich line was one of the first attempts by a major fast food chain to target a specific demographic, in this case adults aged between 18 and 34 years, members of which were presumably willing to spend more on a higher quality product.〔 Included in the new line was the Original Chicken Sandwich, a ham and cheese sandwich, a roast beef sandwich, a new fish sandwich called the Long Fish Sandwich, and a new burger called the Sirloin Steak Sandwich.〔〔 The ham and cheese sandwich replaced an earlier version ham and cheese sandwich called the Yumbo that was served hot and was the size of a hamburger.〔 In 1981 the chain tested a veal parmigiana sandwich in limited areas of the United States and took it national in 1982.〔 It was also sold in New England as part of limited time offering (LTO) in 1988. While most of the line has since been discontinued, the company's Original Chicken Sandwich is still offered in North America, Europe and other markets. The ham and cheese sandwich was a regional offering, however it was reintroduced nationally in the United States as the Yumbo Sandwich in November 2014. The Yumbo name refers to a smaller snack based sandwich from the 1970s and early 1980s which was a heated ham and cheese sandwich served on a smaller, hamburger roll. The Long Fish was discontinued and the Whaler fish sandwich was reintroduced in 1983, while the Steak Burger sandwich was discontinued all together. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Burger King Specialty Sandwiches」の詳細全文を読む スポンサード リンク
|