Burger King is aiming to overtake the number one burger chain by matching, and one-upping, products sold by the incumbent.
The most recent product announced with an advertising campaign beginning this week is Burger King’s Big King, a direct competitor to the Big Mac, and now its uncooked weight is 0.8 ounces heavier than the McDonald’s version.
Although consumers will get more beef, they won’t pay more. Burger King will maintain the $3.69 price point and offer the item in a two-for-$5 promotion.
USA Today reports Burger King, the No. 2 burger chain, has attempted to boost market share with new products similar to offerings from McDonald’s. Burger King has released a rib sandwich, and lower calorie fries comparable to items made by its competitor in the past year.
The similar products could drive traffic in the short term, but Burger King is also testing several new products as well, though details have not yet been released.
The innovation continues for Burger King overseas. The chain has released the BK Ringo in Japan, complete with apple slices and cinnamon mayonnaise in place of tomatoes. Taste testers say the burger tastes like apple pie.