Burger King is looking for a new crown: Hot Dog King. The chain says it plans to put hot dogs on its menu nationally for the first time starting Feb. 23, the AP reports. It may seem like a jarring addition for those who know the chain for its Whoppers, but Burger King says its ability to flame-grill meat makes hot dogs a natural fit on its menu. "This is probably the most obvious product launch ever," says one BK executive, who points to hot dogs' growing popularity at trendy eateries. With the launch, Burger King says it will offer hot dogs at all 7,100 of its US restaurants. The move comes as Burger King works to push up sales amid intensifying competition from the McDonald's all-day breakfast and Wendy's "4 for $4" deal.
The hot dogs are being supplied by Kraft Heinz, which owns Oscar Mayer. Tests of the hot dogs in a handful of cities last year resulted in unspecified sales increases, according to Burger King. The food-review website The Impulsive Buy noted the hot dogs seem "small and not quite substantial enough" but otherwise gave them a positive review. Burger King's "Grilled Dogs" will come in two varieties. The "classic" hot dog will be topped with ketchup, mustard, chopped onions, and relish. The company is suggesting franchisees sell it for $1.99. A chili cheese version has a suggested price of $2.39. To get workers excited, Burger King says it enlisted Snoop Dogg and Charo to star in training videos for making the hot dogs.