Burger King faced an uproar recently after announcing it was discontinuing sales of its signature Whopper burger, only to later suggest it was revamping the longtime menu item. (Photo: a screenshot from Burger King’s official webpage)
SEOUL, Apr. 9 (Korea Bizwire) – Burger King faced an uproar recently after announcing it was discontinuing sales of its signature Whopper burger, only to later suggest it was revamping the longtime menu item, in an apparent case of publicity-seeking misdirection.
The burger chain had already drawn criticism in recent months for raising Whopper prices multiple times. Then on April 8, it posted a notice on its website saying it was ending sales of the Whopper after 40 years, thanking customers “who loved the Whopper all this time.”
The announcement sparked confusion among consumers, with some expressing disappointment over the alleged discontinuation while others suspected it was just a marketing ploy.
When customers inquired at restaurants, employees said the Whopper would still be available after April 14, the supposed final sale date cited on the website. But Burger King’s headquarters remained silent on the mixed messages.
The burger chain had already drawn criticism in recent months for raising Whopper prices multiple times. (Image courtesy of Yonhap)
Later in the day, the company’s website repeated that Whopper sales were being discontinued, adding, “We ask for your anticipation of the various promotions we are preparing for the Whopper’s 40th anniversary” — suggesting a revamp rather than a discontinuation.
The misleading campaign drew a torrent of criticism on Burger King’s social media accounts, with comments like “worst marketing ever,” “it’s not even April Fool’s Day,” and “building up for another price hike.”
The Whopper, with its sesame seed bun and beef patty, has been Burger King’s flagship offering since the brand’s South Korean launch in Seoul’s Jongno district in 1984. It had enjoyed enduring popularity for four decades in the South Korean market.
The latest marketing gambit follows three separate Whopper price increases by the chain in January and July 2022, and March 2023, raising the cost from 6,100 won to 7,100 won.
Last year, as high inflation strained household budgets, Burger King drew criticism for set menus approaching 20,000 won, seen as exacerbating surging dining costs for consumers.
Ashley Song (ashley@koreabizwire.com)
