QUEENIE’S BLOG

Burger King is now selling $1 tacos nationwide. Here’s why

Burger King is trying to get customers’ attention with something a little different: Tacos.

The burger chain started selling crunchy tacos on Tuesday. They cost $1 in most places, but are more expensive in Alaska and Hawaii, and will only be available for a limited time. Burger King first tested out tacos in western states. “We’ve seen success with tacos in those restaurants and knew it was time to bring this west coast favorite nationwide,” Chris Finazzo, president of North
America for Burger King, said in a statement. The new item adds “variety” to Burger King’s snack offerings, he added. Fast food chains use limited-time offerings to build hype and keep their brands top of mind with consumers. And tacos in particular are a good way to attract customers, said Neil Saunders, managing director of GlobalData Retail, a research and consulting firm.
“Tacos remain very popular with consumers,” Saunders said, adding that fast food companies that wouldn’t traditionally sell tacos may be “keen to get a slice of that action.”
Some Taco Bell restaurants face tortilla shortages. “Some of it is marketing,” Saunders said, adding that Burger King is adept at getting attention with creative menu innovations. For Halloween, the chain served a burger it claimed helped induce nightmares. More recently, to celebrate the third season of Netflix’s “Stranger Things,” it sold upside-down Whoppers in 1980s-era packaging.
There is a possible downside to attention-grabbing stunts, even successful ones. They could distract Burger King from focusing on creating growth within its main menu, Saunders said.
“They have to be careful with some of these promotions,” he warned. “Burger King can be very haphazard with the menu.” That can be a good thing because consumers like to try new things. But “sometimes you get the impression that Burger King chases after the shiny objects rather than focusing on the core business.”
Per: CNN Business
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