When Taco Bell first launched the Doritos Locos Taco in 2012, the idea seemed both brilliant and risky. Doritos was a logical extension for the Mexican chain's signature tacos, but this was a whole new kind of fast-food mashup.
That partnership between the PepsiCo (PEP) -) brand and the Yum Brands (YUM) -) chain was a wild success that led to dozens of spinoffs. It also created a new formula where fast-food chains looked to create new flavors by mixing ideas together.
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That, of course, led to a lot of terrible ideas where companies raced to tie their products to snack chip brands. It wasn't that something like Restaurant Brands International's (QSR) -) Burger King's Mac 'N Cheetos was a bad idea, but it lacked the obvious appeal of Taco Bell's hit product.
The reason Doritos Locos Tacos worked was because the mashup was both innovative and obvious. The two flavors went together incredibly well and Taco Bell's success was simply finding the perfect combination.
Other companies may have struggled to hit the highs of the Doritos Locos Tacos, but the success of that product (and its many spinoffs) allowed fast-food chains more leeway in trying new flavord for limited-time offers (LTOs). Instead of just adding barbecue sauce or bacon, innovative chains including Burger King have tried whole new formats.
That's where successes like Chicken Fries came from. Burger King was comfortable not offering another take on a chicken nugget or trying the bold step of selling chicken tenders (which rival McDonald's (MCD) -) failed at). Chicken Fries weren't two flavors coming together. Instead, the product combined the taste of chicken nuggets with the convenience of fries.
It may seem dumb -- a lot of really good ideas do -- but it gave customers something they wanted, but maybe had never thought to ask for. Now, Burger King has another new take on chicken that it's bringing to Canada which could be another Doritos Locos Taco fast-food innovation inflection point.
Image source: The Packaging Company/TheStreet
Burger King Menu Adds a New Take On Chicken Nuggets
In recent years, it has felt like most Burger King innovation has centered around The Whopper. The company has introduced dozens of versions of its classic sandwich. Some have been more serious than others, but the chain has made every effort to leverage the brand name of its biggest hit.
Now, however, the company has brought a new taste to its Canadian stores that combine two things that have always gone together -- ketchup and chicken nuggets. It's an idea that seems both dumb and brilliant at the same time, which has generally been a good indicator of fast-food success.
"Burger King’s new Ketchup Nuggets feature bite-sized pieces of 100 percent Canadian white meat chicken coated in a ketchup glaze and deep-fried until crispy on the outside and tender and juicy on the inside," Fast Food Post reported.
The chain has not shared plans to bring the new Ketchup Nuggets to the United States, but it often uses Canada as a test market before an American release.
An 8-piece Ketchup Nugget order has 561 calories.
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Burger King Makes a Digital Pivot
While food innovation has been a core part of the Burger King brand, the company has also been investing in improving its digital operations globally. That's something CEO Josh Kobza speaking during Restaurant Brands International's first-quarter earnings call.
"Digital ordering has fundamentally changed the business over the years and will continue to be a major driver of growth for the next several years. During the quarter, France and Spain generated over 70% of sales through digital channels. In France, kiosks remain the biggest driver. Meanwhile, in Spain, delivery remains a leading service mode for guests," he said.
The lessons the company has learned overseas should allow it to improve its U.S. operations as well.
"Whatever the format and their local markets, what is clear is that quick service restaurants are moving towards automated ordering," Kobza said. "And the perspectives that come from our international business also allow our U.S. team to watch carefully and potentially adopt digital capabilities in our home market with confidence given the success we're seeing around the world."
