How far does the Chicken Fries frontier stretch? Burger King intends to find out with a new take on its popular breaded white meat strips.
Touted as the chain's spiciest item yet, Fiery Chicken Fries are seasoned with a mix of black pepper, cayenne pepper and other savory spices to piggy back off of increased interest in spicy foods. The limited-time item, which is available in participating restaurants now, has a recommended price of $2.89 for nine pieces.
The spicy version also cater to a key group in the restaurant industry: millennials. This same demo's social media posts helped persuade Burger King to bring Chicken Fries back to the menu after it originally shelved the item in 2012.
Since their reintroduction last year, Chicken Fries have helped drive sales at the chain. After their return sparked even more social media buzz, the brand mined the posts for a new idea.
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"We said that's not enough. We need to continue to innovate, continue to do more," said Eric Hirschhorn, chief marketing officer North America for Burger King, during a media event announcing the product.
After noticing customers were craving something that was really spicy, Burger King began developing what would become the Fiery Chicken Fries.
During testing, employees tried thousands of Chicken Fries before settling on the current version to find a balance between something that was spicy and something that wasn't so spicy that customers would never want to eat it again.
"There's no fooling people anymore, and if you underdeliver on products that you call spicy, for example, people are going to call you out on it," Hirschhorn said.