Burger King's international fast food chain and Hungry Jack's Australian franchise chain has had a variety of fish sandwiches in their product portfolio since 1975. The Whaler Sandwich is the first iteration, designed to compete with rival burgers-the McDonald's Filet chain -O-Fish sandwich. With the addition of the company's Specialty Sandwich line in 1978, the sandwich was redefined as Long Fish Sandwich . With the stop of the Specialty Sandwich line, the sandwiches are returned to the recipe and the original name. With the introduction of the BK Broiler chicken sandwich company in 1990, the fish sandwich became attached to the roast chicken sandwich development cycle and was once again redefined and renamed to fillet Ocean Catch Fish . When the grilled chicken sandwich underwent another reformulation in 2002, the fish sandwich was also repeated and renamed the sandwich BK Big Fish . By 2015, the sandwich has undergone several modifications again and through a series of names including BK Fish and Alaskan Premium salmon . It is currently being sold as a Big Fish DM sandwich in the United States and Canada. Internationally, fish sandwiches are also known as BK Fish , Burger Fishn Burger BK and Fish Royale in those markets.
The company markets very few variants of fish sandwiches, but offers local versions that are specifically tailored to meet the taste or customary preferences of the different regions and countries in which it does business. Usually during the period of Christianity known as Lent, Burger King released a limited time variant (LTO) on sandwiches that have different ingredients than standard sandwich recipes. While the sandwich itself has never been the center of controversy, the source of fish from Iceland suppliers led to calls for a boycott of Burger King due to Iceland's involvement in whaling - despite an international moratorium in 1982 practice. Despite being one of the company's major offerings, fish sandwiches are rarely the center of product advertising for the company. As a key product in the company's portfolio, Burger King has listed a small number of global trademarks to protect its investments in products.
Video Burger King fish sandwiches
History
The original fish sandwich sold by Burger King is called The Whaler. Not all franchisees added it to their menu at the same time, but were available at least in some locations in the mid-1960s. Available nationally in the mid-1970s, the ad featured the tag line Sandwich Fish-steak Genuine Burger King . It's a small fish sandwich made with Tartar sauce and lettuce on sesame seed buns. Starting in 1978, sandwiches were redefined with long bread and named "Long Fish Sandwich" as part of the introduction of the Specialty Sandwich line. Soon, the sandwich returned to the recipe and its real name. When Burger King introduced his broiled chicken sandwich, BK Broiler, it changed the process of making fish sandwiches into a panko style and using the same oatmeal roll for BK Broiler. As part of the reformulation, the company changed its name to Ocean Catch fish sandwich.
When Burger King redefined the Broiler BK chicken sandwich into a larger and more male-oriented sandwich served on Whopper bread, it also reformulated Ocean Catch as Big Fish BK. The new fish sandwich is a larger product with an increased patty size and served on Whopper bread as well. In addition to the size of patty and bun that increase, other materials remain the same.
Burger King replaces the Big Fish BK with a smaller BK fish sandwich when introducing its Chicken Baguette sandwich line. The new sandwich basically brought back the Whaler fish sandwich, adding a slice of American cheese. In 2005, Big Fish BK was reintroduced when Burger King re-formulated its grilled chicken sandwich into a TenderGrill chicken sandwich.
In 2012, BK Big Fish was modified to include bakery-style bread and was renamed Alaskan Fish Sandwich Premium in the United States. Beginning in 2015, the formulation for the sandwich was returned to the 1978 "Specialty Sandwich Line" - recipe class (although with pickles now added) and his name was once again transformed into an Extra Long Fish Sandwich. BK Big Fish is still used in Canada and other markets.
Maps Burger King fish sandwiches
Product description
Ads
Burger King uses many advertising programs to promote its fish sandwiches over the lifetime of the product. As part of his drive against his rivals in the 1983 campaign, the company released an advertisement that indirectly compares the product with a Filet-O-Fish sandwich from a McDonald's rival. In the advertisement, BK claims its products are larger than competitors' products. The company expanded the claim in a press statement, saying it was downplayed from comparison advertising in 1982.
Controversy
Trademark
See also
- List of Burger King products
Note
Trademark information
Note :
- 1. English trademarks with the prefix "EU" are the broad trademarks of the European Community.
- 2. The US, European and New Zealand trademark office does not permit the direct linking of trademark information.
References
Source of the article : Wikipedia
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