Interesting research from Mintel and BurgerBusiness.com (full story):
image via BurgerBusiness.com
The second phase of Burger King’s menu renovation was this month’s introduction of an array of what it called its Premium Chicken Menu. At the same time, the chain quietly rebranded its fish sandwich from BK Big Fish to the much more elegant Premium Alaskan Fish Sandwich. In these cases, Burger King was following trends not only with food but also in how food is marketed on menus.
“Premium” has become a hot menu term. According to data compiled for BurgerBusiness.com by Mintel, its use on menus has doubled since 2007 (and this is even before Burger King’s new items), and not just at quick-service restaurants. In an economy where consumers are looking for top value without necessarily paying more for it, “premium” connotes high quality or high price without committing to being either. “Premium” sounds upscale, special, with a sophistication that “deluxe” lacks.
Consider Sonic’s Premium Beef Hot Hog line, Firehouse Subs’ Premium Roast Beef Sub or Larry’s Giant Subs’ Animal sub with “Golden supreme breast of turkey and premium ham.” McDonald’s is among “premium’s” biggest fans, with its Chicken Selects Premium Breast Strips and Premium chicken sandwiches and salads. Ruby Tuesday touts the “premium cheeses and toppings” on its Garden Bar.
What do you think? Is there a difference, in your opinion, between a premium chicken sandwich and a deluxe chicken sandwich?