Burger King to enter chicken sandwich wars later this year, promises new item will be 'worth the wait'

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By RADIO.COM

Burger King is gearing up to make their move in the chicken sandwich wars.

The chain announced that it will be launching its own “hand-breaded” poultry delicacy.

The item has been in the works since 2019 with ongoing testing since September 2020 in markets in Phoenix, Miami, and Huntsville, Alabama.

The company reports that the sandwich is being cooked to perfection since they didn’t want to “half a-- the process.”

While a national rollout won’t happen until “later this year,” they promised it would be “worth the wait.”

"What if hand-breading were to chicken what flame-grilling is to burgers? That’s been our guiding filter to bring a delicious chicken sandwich to guests in a way only BK can," Ellie Doty, chief marketing officer for Burger King North America said in a statement, per FOX News. "We’ll take the time to get it right and our guests will definitely taste the difference."

No official release date has been confirmed for the sandwich, however, there’s speculation that it could become available in May.

For now, customers will have to take pleasure in the mouth-watering description of the sandwich, which will feature a thick-cut white meat chicken breast that’s breaded by hand for a “bite that is crispy on the outside and juicy on the inside.”

It will be served on a toasted potato bun with pickles and a savory sauce.

Leaning into its "have it your way" slogan, customers will be able to customize the sandwich with additional toppings like lettuce and tomato, and can even request a spicy version.

Burger King is hoping to steal the spotlight from McDonald’s as the sandwich reveal comes just days before the chain releases its trio of chicken sandwiches – The Crispy Chicken Sandwich, The Spicy Chicken Sandwich, and The Deluxe Chicken Sandwich – on February 24.

Back in 2020, Joe Erlinger, president of McDonald's USA, said that the chain wants “customers to choose McDonald’s for chicken” as the company noticed that chicken is “a category that is growing faster than beef.”

Earlier this week, Wendy’s beefed up their menu with a new two new chicken offerings: the Jalapeño Popper Chicken Sandwich and Salad.

Each sandwich includes the classic crispy chicken fillet customers love and adds creamy jalapeño cream cheese and six slices of jalapeños for an added kick.

And in January, KFC aimed to regain dominance by releasing their newly perfected chicken sandwich as the latest move in the chicken sandwich wars, which was started by rival Popeyes back in 2019 after the chain introduced a fried chicken sandwich to rival Chick-fil-A.

As the war's wage on, there’s never been a better time to be a chicken sandwich fan!

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