End of the Whopper, Burger King's belated April Fool’s prank?

Burger King on Monday announced a plan to stop selling its iconic Whopper hamburger in South Korea this month after 40 years, provoking an outcry among local customers, although the fast food giant said it will introduce the renewed version of the signature menu later.

Burger King Korea, owned by Affinity Equity Partners, on its website and other online platforms, announced that it will discontinue sales of the Whopper from April 14, 2024. 

“Burger King is set to end the sale of the Whopper after 40 years. We thank everyone who has loved the Whopper all this time,” it said. “Meet the last Whopper over the next week.”

The signature burger known for its flame-grilled 100% beef patty was introduced in South Korea in 1984 when Burger King, dubbed Home of the Whopper, opened its first store in Seoul.

NOT AN APRIL FOOL’S JOKE

The latest announcement stirred confusion among consumers with some expressing disappointment over the alleged end, although some suspected that was just a marketing ploy.

“Will they really stop selling the Whopper?” asked a customer. “It has been a week since April Fool’s Day. What’s going on?”

Burger King Korea later indicated it will unveil the burger’s renewed version in response to a flurry of inquiries about the discontinuation.

“It is true to stop selling the current Whopper,” it said. “Please look forward to various promotions we are preparing to mark the 40th anniversary of the Whopper.”

The company has yet to clarify the reasons for the Whopper's discontinuation and provide details on its renewal.

SHOOTING ITSELF IN THE FOOT

The announcement may have been a buzz marketing to launch revamped Whoppers with higher prices, retail industry experts in Seoul said. Burger King Korea has already raised the price of the basic Whopper by 16.3% to 7,100 won ($5.20) through three price hikes over the last two years.

The marketing may have adverse effects, those experts said.

“Burger King may have attempted to change its old image, but such marketing is a double-edged sword,” said Park Ju-Young, a professor for the franchise management major at Soongsil University in Seoul.

“Coca-Cola launched New Coke to fend off the ascent of rival Pepsi but had to return to the original product in the face of strong consumer opposition.”

Coca-Cola Co., the world’s largest beverage maker, introduced its New Coke in 1985 as it had been losing market share to diet soft drinks and non-cola drinks. The product made with a reformulated original Coca-Cola recipe failed to boost sales. New Coke was considered a major failure.

The company reintroduced the original formula within three months of the launch, rebranded as Coca-Cola Classic.

Burger King Korea’s marketing on the Whopper's end has yet to convince local consumers.

“Why should I have to go to Burger King if it does not sell the Whopper?” said one college professor in his 40s in Seoul, who has fond memories of the iconic hamburger when he was studying in the US.

Write to Bong Koo Kim at kbk9@hankyung.com
 

Jongwoo Cheon edited this article.