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Burger King's New Broiler Invites Menu Innovations

Burger King is testing more than 45 new menu items, including such non-traditional-fast-food fare as barbecued ribs, a grilled salmon sandwich and a steak kabob, Elaine Walker reports. The innovative offerings are possible because of a new broiler that has been installed in about 60% of BK's outlets.

"The broiler takes the flame-broiled taste that consumers know us for and gives us the ability to be very revolutionary with the food offerings we can deliver," says John Schaufelberger, BK's svp of product marketing and innovation.

About 80 regional markets will start promoting the first of the new products next month, starting with the XTC Steakhouse Burger. It's a thicker, juicier burger made to appeal to Burger King's core customers. The most elaborate of three flavors will be a version topped with Swiss, cheddar and American cheese, bacon, Parmesan peppercorn sauce and more. It's $4.69 -- which sounds like a whopper of a bargain on a cents-per-calorie basis.

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