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Burger King premium burgers
As far back as the 1970s, international fast food restaurant chain Burger King has attempted to introduce a premium line of burgers. These sandwiches are part of a system which eventually became known as the barbell strategy; a plan designed to expand Burger King's menu with both more sophisticated, adult-oriented fare along with products that are more value-oriented. This program is intended to bring in a larger, more affluent adult audience who will be willing to spend more on the better quality products on one side while maintaining a lower cost value menu dedicated to a more cost-conscious audience on the other. The hope is that the customers would be drawn in initially for the lower prices of the value-menu and upgrade to the more expensive products, upping overall sales.
The chain's first major attempt was part of their Specialty Sandwich line that was introduced in 1979 was the Sirloin Steak Sandwich. After the failure of the Specialty Sandwich line, Burger King went on to introduce several other premium burgers made from a variety of meats. One major example introduced in 2002 was the BK Back Porch Griller sandwich line. The sandwich, introduced in May 2002 was a pronounced failure, and pulled in September of that year. The next product Burger King introduced was its Angus Steakburger which it began selling in 2004; it too had lack-luster sales due in part to the patty being par cooked. The sandwich was later reformulated as the Steakhouse Burger which used a thinner, flatter, fresh cooked patty. The Steakhouse Burger sandwich was eventually replaced with the Steakhouse XT/Angus XT burger, which used a new, thicker round patty among several other changes. This newer sandwich was made possible with the introduction of the company's new broiler systems which allowed varying cooking times and temperatures which in turn gave the company the ability to utilize fresh cooked, thicker patties in its sandwiches. Only variations of the sandwich that explicitly state "Angus" in the title are manufactured from meat from Angus cattle. In 2011, the company discontinued selling the product in the North American market, replacing it with the Chef's Choice burger. The Chef's Choice Burger was removed in 2012. 2014 saw the introduction of the newest attempt at introducing a premium burger to the company's portfolio with the introduction of the A.1. Ultimate Cheeseburger in North America.
Internationally, the chain has introduced several lines of premium sandwiches. In New Zealand, the chain first introduced the BK Crown Jewels line which was based upon the Whopper, TenderGrill, and TenderCrisp sandwiches. The line was eventually replaced with the BK King's Collection menu of Angus-based sandwiches. It also sold Angus-burgers in Australia, Great Britain and Ireland. In East Asia, the chains sells the Angus XT sandwich which is a variant of the Steakhouse XT. In Great Britain, the chain has also introduced a burger based on lamb and another based on Wagyu beef, while back in the United States it sold a turkey burger sandwich - all of which were limited time offerings (LTOs).
To promote continuing interest in these products, Burger King occasionally released limited-time (LTO) variants on its premium burgers that have different ingredients from the standard sandwich recipes. Being one of the company's major business strategies, these sandwiches have sometimes been the center of product advertising for the company. Additionally, as a major product group within the company's portfolio, Burger King has registered many global trademarks to protect its investment in these products.
==History==
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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