The new menu added by Burger King is creating quite a buzz in Thailand: a meatless burger loaded with a staggering quantity of cheese.
This week saw the Thai franchise of the popular fast-food brand launching what it has dubbed the “real cheeseburger,” a sandwich crammed with up to 20 slices of American cheese.
The specialty item was introduced to Thai menus this past Sunday, offered at a discounted rate of THB 109, a significant reduction from the regular price of THB 380.
The new product rapidly gained popularity on Thai social media, with numerous TikTok users sharing videos of themselves sampling the novel sandwich.
“This is no joke. This is for real,” announced Burger King in a Sunday social media post.
At a particular Burger King outlet in Bangkok on Tuesday, a shift manager was overheard mentioning that they had to cease accepting delivery orders to ensure enough supply for patrons dining in.
A customer who indulged in this cheese-filled delicacy told the media that her decision to try it was prompted by the buzz it generated on social media.
Im Jeepetch, a 25-year-old IT professional, confessed her love for cheese but admitted that “this was a bit too much.”
“I could only get through half of it,” she noted, cleaning her mouth with a napkin. “This is a crazy amount of cheese packed into a single burger. Food is enjoyable when the elements are balanced right.”
Im also mentioned that she likely wouldn’t request the sticky delight on her next visit: “Other burgers are already good. I think I will go back to my double cheese angus as usual.”
A fellow patron shared similar sentiments, describing the cheeseburger as “too intense.”
“I might not give it another shot. I prefer a couple of cheese slices in my burger, not this amount,” said Alisa Chuengviroj, a 26-year-old entrepreneur who sells skincare products online.
Much like Im, she shared that her visit to the restaurant was prompted by the numerous online posts about the burger.
This introduction to the menu illustrates how global fast food chains are attempting to generate interest by offering eccentric or visually appealing items they hope will become viral on social media.
In the United States, Burger King has further invested in the Whopper, its flame-grilled, signature beef burger which has also seen popularity surge on platforms such as TikTok, thanks to a catchy ad jingle that debuted late the previous year.
Restaurants continue to adapt their menu offerings to cater to regional tastes across various countries.
In Thailand, cheese has gained immense popularity, particularly among the younger demographic, with the dairy product frequently garnishing a wide range of dishes.
The Burger King menu in Thailand also features salmon katsu burgers, an apparent effort to cater to customers’ desire for healthier beef alternatives.
In Thailand, Burger King is under the ownership of Minor International, a local hospitality group that ranks among Asia’s most extensive restaurant proprietors.