Burger King to Roll Out Food Trucks

Then came last year, when the King lost its throne as the No. 2 fast food chain to a certain pigtailed usurper known as Wendy’s. In an effort to reclaim the kingdom, Burger King is in the midst of a rebranding, which includes high-profile celebrity spokespeople like David Beckham, Steven Tyler, Modern Family’s Sofia Vergara and Mary J. Blige, who sings about the joys of the new crispy chicken snack wraps to the tune of one of her new jams. They’ve added a ton of new menu items, too, going the way of other attempting-to-be-sort-of-health-conscious chains with the fruit smoothies and salads on the menu.

And then there’s the other phase of the rebranding: Burger King going mobile. In the greatest testament to American indulgence and demand for instant gratification since the Domino’s Pizza Tracker, BK announced a home delivery service in January (but only to customers that live 10 minutes away or less). And now, it seems they’ll be jumping on the food truck bandwagon as well: to showcase the overhauled menu and fancy new dippin’ sauces (kung pao! roasted jalapeño!), Burger King food trucks will be unleashed starting April 18th to give the people a chance to sample their wares. Although this seems like just a gimmick for now, it does make us wonder about the possibility of a future alternate universe where Burger King competes for territory with the artisanal banh mi and fish taco joints in a Jets/Sharks sort of situation.

source: http://www.blackbookmag.com/restaurants/burger-king-to-roll-out-food-trucks-1.46915


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