Fans of Burger King’s (Stock Quote: BKC) Fire-Grilled Ribs should visit their nearest franchise as soon as possible. The restaurant chain’s rib-centric promotion, originally slated to run until June 20, may be cut short due to a rib shortage.
"The U.S. consumer has really enjoyed this product and purchased it beyond our expectations," John Schaufelberger, Burger King's senior vice president of global product marketing and innovation, told The Wall Street Journal."That's causing us to run out a bit early."
Burger King began offering the ribs May 24 in an effort to see if consumers would splurge for higher-priced fast food items. The ribs are available in three different sizes: a three-piece meal for $2.99, a six-piece meal for $5.69 and an “indulgent serving” of eight ribs for $7.19. As part of the promotion, customers can try the ribs by adding a three-piece order to any value meal for $1.99.
The burger chain has already run out of packaging for the largest serving. Certain locations have run out of the product entirely.
However, customers newly addicted to the ribs should expect a short hiatus. Burger King announced earlier this week that they have sold more than 10 million ribs, making “this mouthwatering menu offering a runaway summer hit.” Not to mention the product has a decidedly higher profit margin (they only cost the company 50 cents a rib) than those controversial $1 cheeseburgers.
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