| Burger King is synonymous with the Whopper Burger and its various spinoffs including its variations. They are also known for the slogan ‘Have it your way’ due to for a time they served refillable drinks in the mid-1990s. They also served their thick cut fries and Sundaes that still being served today.
The other popular thing about Burger King is their X-tra Long Chicken that was rebranded and previously known only as their Chicken Sandwich. This sub-sandwich is largely known for its huge serving that recently in social media have been criticized due to the poster image of a man licking his thumb at the same time holding the sandwich as if it was an oversized snack. |
It is quite challenging to gauge what you see being advertised and at the same time get a reaction from many people on social media. The chicken sandwich despite numerous rebranding is still the same sub that most people have warmed up to as their favourite aside from the Whopper and its variations.
Burger King’s non-beef sandwich has already got competition long ago with other fast food restaurants presenting their version of a chicken sandwich, but through time they continue to serve it despite the controversies of being promoted as a huge serving sub that is actually just your regular six-inch chicken meat with lettuce that has so many mayo on it as the primary dressing.
It's Not X-Tra Long but Chunky
Despite the marketing to promote the Chicken Sandwich as “X-tra Long Chicken’ it is still the same 6-inch sandwich that was introduced all the way back in 1997. This is actually exclusive to the Philippines when in Australia (known as Hungry Jack’s) have a variety of chicken burger to choose from.
The marketing to promote their ONLY Chicken Sandwich has been based on people’s reaction on their promotional posters and what they shared on social media. The one thing they got it right is that their Chicken Sandwich isn’t long, it’s really chunky in appearance with the bun being wide and… Chunky!
The Lone Chicken
The X-tra Long Chicken is not the most pleasing sandwich Burger King have, and it lacks the punch of other Chicken Burgers that has already outpaced this product. But they still continue to market it as big as you thought might be, but the truth it lets you down due to how ‘hype’ they market it as a long and big the product is when the actual product is stout and chunky.
Before the meatless Whopper and Chicken Sandwich became a thing for BK this was the only alternative for their sandwich. Maybe it is high time Burger King expand their Chicken Sandwich for more choices than the usual tried and failed product for the last thirty years? We’ll never find out what they have in mind as they can’t over compete with their ‘mother company’ like Jollibee for the reason they’re stuck on what they have to offer and not having a new product out.
Overall the Chicken Sandwich is still an enjoyable snack, but they should stop rehashing the product and think people will bite it for the marketing. BK should explore new products or adopt a similar chicken burger variations with their foreign counterparts. Perhaps, learn something from Hungry Jack’s menu.
- Food Quality: 3 out of 5
- Affordability: B+
- Overall: The product in the marketing poster is not what they appear to be.
X-Tra Long Chicken (Solo) | Retailed at: ₱ 99.00 Pesos [$ 2.55 AUD | $ 1.76 USD]**
** - Currency Converter via Google.com
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