BK Big Fish
When the predecessor of international fast food restaurant chain Burger King (BK) first opened in 1953, its menu predominantly consisted of hamburgers, French fries, soft drinks, milkshakes, and desserts. After being acquired by its Miami, Florida franchisees and renamed in 1954, BK began expanding its menu by adding the Whopper. The company did not add another permanent hamburger to its menu until the introduction of the Big King sandwich in 1996 in response to McDonald's Big Mac sandwich. The company began experimenting with premium hamburgers, made from higher quality ingredients, in 1978 with the introduction of its Specialty Sandwich product line. The products were some of the first designed by a fast food restaurant chain that were intended to capture the adult market, members of which would be willing to spend more on a higher-quality product. However, it was not until 2002 when the company began to work on a premium burger in earnest. On the value side, Burger King first ...
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