Drive thru review: Burger King unveils McRib competitor

By: ken Hoffman King Features Syndicate
June 17, 2013
0
photo - This photo taken Wednesday, June 5, 2013, show tourists lining up at the normal line at Universal Studios Hollywood in Los Angeles. Many theme parks now have VIP tours with perks usually reserved for celebrities _ private tour guides, no waits for the biggest attractions, reserved seating at shows and parades along with behind-the-scenes peaks at places normally off limits. (AP Photo/Damian Dovarganes)
This photo taken Wednesday, June 5, 2013, show tourists lining up at the normal line at Universal Studios Hollywood in Los Angeles. Many theme parks now have VIP tours with perks usually reserved for celebrities _ private tour guides, no waits for the biggest attractions, reserved seating at shows and parades along with behind-the-scenes peaks at places normally off limits. (AP Photo/Damian Dovarganes) 

Burger King's Rib Sandwich is a shot across McDonald's bow. If BK can cut even a few percentage points into McDonald's cult classic, the McRib, Burger King will have a monster cash-register winner.

It's called confusion in the marketplace. You want a fast-food rib sandwich ... hmmm, which place has that again? It's called a Mc ... a Mc ... wait, I just heard about a Rib Sandwich at Burger King. There's one at the next traffic light. Let's stop there.

Here's the Burger King Rib Sandwich blueprint: a pork patty, sweet-and-tangy barbecue sauce and sliced pickles on an artisan-style bun.

BK's Rib Sandwich is almost identical to the McRib, except I think it's better by subtraction. The Rib Sandwich doesn't come with chopped onions standard. Raw onions ... how'd they ever get this far? A fast-food franchisee once told me the No. 1 cleanup every night in the drive-thru is raw onions that people toss before they pull out.

BK's Rib Sandwich also is a smidge better than the McRib because it comes on a billowy, artisan-style roll. The McRib has a run-of-the-millstone bun. Both have tangy BBQ sauce, but BK shows some restraint by not dumping a 55-gallon drum of sauce on each sandwich. BK slathers just the right dosage on both sides of the bun - a nice touch. BK's crinkle-cut pickles are sweeter than the other guy's.

Of course, the headliner is the pork patty, and they're really quite the same. Both start with pork that is chopped and then reformed to look like the original.

The edge goes to Burger King's patty, though. Burger King flame-broils its pork patty, so there's a little char on the meat. It adds to the appearance and flavor. It shows caring.

Burger King's Rib Sandwich has long odds against it - McDonald's McRib is a treasured classic, and it's been around for decades. McDonald's does a good job of keeping it precious by offering it only once a year.

The King wisely is avoiding a head-to-head clash with McDonald's. The Rib Sandwich is being introduced in the summer, while McDonald's usually unleashes the McRib each fall.

Comment Policy

LoginORRegister To receive a better ad experience

Learn more
You are reading 0 of your of 0 free premium stories for this month read

Register Today To get to up to 4 more free stories each and every month

  • Get access to commenting on articles
  • Access to 4 more premium pieces of content!
  • See fewer annoying advertisements
We hope you enjoyed your 4 free premium stories
Continue reading now by logging in or registering
Register Now
Already registered? Login Now
Home