WATCH: Burger King poses as ‘Gourmet Kings’ to launch premium item through Deliveroo

Burger King UK has posed as new brand ‘Gourmet Kings’ to launch its latest premium burger through Deliveroo, named the Smoky Chimichurri.

Exclusively launching on Deliveroo – the burger chain’s delivery partner – on 1 August, the platform hosted a secret focus group with unassuming burger fans to try out the new gourmet sandwich.

Led by comedian Laura Smyth, the panel all unanimously agreed that they would purchase the burger again – and were surprised to learn that the burger chain had been responsible for the premium item.

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The test comes after Burger King revealed that half (49%) of Brits in the UK didn’t believe they could get a gourmet burger from a fast-food restaurant.

One in two (51%) also felt that they would struggle to get a gourmet burger at an affordable price, with 72% claiming they’d need to spend more to get a quality meal.

61% even agreed that there is no point in trying to get a premium meal out or take-away if they are on a budget.

Previously, Doritos partnered with Burger King to launch brand new Flame-Grilled Whopper flavoured tortilla chips.

It comes as a host of supermarkets expand their existing retail partnerships, such as Greggs launching standalone cafés in Sainsbury’s stores last week.

FMCGIndependent retailersNews


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