Burger King's latest addition to its menu combines two American classics - ice cream and bacon. The world's second biggest hamburger chain is gearing up for the summer by offering a bacon sundae - vanilla soft serve with fudge, caramel, bacon crumbles and a piece of bacon.
The salty-sweet dessert, which originated at a Burger King in Nashville, Tenn. earlier this year, weighs in at 510 calories, 18 grams of fat and 61 grams of sugar and is only being offered for a limited time.
The move comes not long after Burger King, earlier this year, launched its biggest-ever menu expansion, which included fruit smoothies, snack wraps and new salads.
According to a report done by the Associated Press, the items were intended to go after a broader audience of moms and families, which is a shift from the chain's previous strategy of courting young men with calorie packed sandwiches.
The long time McDonald's opponent is also replacing their old tag line, Have It Your Way, with a new one that suggests, Taste Is King. The move is meant to underscore its old focus on ingredients and shift more towards the foods flavor.
Burger King's new ad campaign, which includes the Bacon Sundae, celebrates summer barbecues and highlights the chain's emphasis on fire-grilling burgers.
In addition to the Bacon Sundae, Burger King is also rolling out several pork, beef and chicken sandwiches as limited time offers. The Memphis Pulled Pork BBQ Sandwich, Carolina BBQ Whopper or Chicken Sandwich, Texas BBQ Whopper or Chicken Sandwich, Sweet potato fries, Frozen Lemonade and Bacon Sundae will all be available until Sept. 3 or while supplies last.
The recent menu updates are reportedly part of a marketing ploy to win back customers with a revived menu and reverse sliding market share - just one of strategies set in motion after the company was taken private by the private equity firm 3G Capital in late 2010.
This month, 3G plans to take Burger King public on the New York Stock Exchange, according to AP