At a Glance

  • Burger King is reformulating its chicken nuggets after customer feedback described the current ones as "rubbery" and "disappointing," according to a press release.
  • The new nuggets, launching September 1, were developed based on the chain's customer listening program.
  • The new nuggets will feature a crispier batter and a juicier marinade. Burger King will also introduce a limited-time special savory sauce to accompany the nuggets.

Deep Dive

Burger King's brand turnaround over the past few years has helped it recover from significant operator bankruptcies and sales declines. The chain currently outperforms its fast-food rivals Wendy's and McDonald's in same-store sales. Given consumer trends favoring chicken in recent years, the redesigned nuggets could help expand that lead.

In its menu development, Burger King reevaluated every part of the nugget recipe—including the meat, marinade, batter, sauce, and packaging, said Amy Alarcon, the chain's head chef for the U.S. and Canada, in the press release.

"Our nuggets needed a complete overhaul," Alarcon said. "Throughout the process, we brought in real customers—including some of our toughest critics, the kids—to test and refine the recipe, helping us create a nugget we believe meets the quality, taste, and experience they've been asking for."

In addition to the limited-time special savory sauce, the brand has updated its honey mustard dipping sauce to be richer and smoother, and rebalanced the flavor profile of its sweet and sour sauce.

As part of its multi-year turnaround plan, Burger King has been working to elevate the quality of its core menu items. Often, these efforts have brought a degree of premiumization: the new Whopper features a smoother mayonnaise and a new bun. The new Whopper and new nuggets are now served in cardboard boxes rather than paper wrappers or bags, which helps keep the food warmer for longer.

This shift toward more premium products (or at least a more premium positioning) comes as fast-food brands compete for price-sensitive consumers. One way to change the value equation without resorting to price wars is to improve the quality—or at least the perceived quality—of the product.

Wendy's announced in March that it would upgrade its chicken sandwiches, which is notable because chicken innovation is a key part of competitor McDonald's strategy. Beyond price wars, burger brands are also engaged in a chicken war.

Perhaps coincidentally, McDonald's announced Tuesday that it will bring back its Spicy McNuggets for a limited time starting September 1. This could make it harder for Burger King to gain nugget market share in late summer and early fall.