Burger King is making a new bet on chicken—this time selling it in rings after an earlier fry-like iteration was a big hit for the fast-food giant.
Dubbed “Chicken Fries Rings,” and looking exactly how the name implies, the new menu time will be offered for a limited time. Burger King says the rings are the “optimal shape for dipping,” and a six-piece order is going for $2.89.
The sibling brand Chicken Fries earned a permanent spot on Burger King’s (BKW) menu, partly due to a passionate following a lot of Internet buzz. Because they are so beloved, it makes sense that Burger King would want to capitalize on that brand’s marketing power.
The bigger bet on chicken comes at a time when restaurant chains are increasingly getting crafty about how they serve their meats, in particular burgers and chicken dishes that generate a lot of attention among consumers.
Higher-end burger chain Shake Shack’s (SHAK) decision to sell a chicken sandwich, for example, generated a ton of press. And earlier on Monday, Dunkin’ Donuts (DNKN) generated headlines when it was reported the coffee chain is testing a chicken and waffle item.