What does a hot dog taste like when it comes from the Home of the Whopper?
Find out on Feb. 23, when Burger King starts serving flame-grilled hot dogs in all U.S. locations, starting with an all-beef classic for $1.99 and a chili cheese dog for $2.29.
To inspire workers assembling dogs, Burger King says it enlisted Snoop Dogg for the English version and Charo for the Spanish training videos.
The introduction of the product — made of an all-beef blend from Oscar Mayer — follows the bump in the company’s third quarter profits, attributed to the launch of chicken fries and the extra long jalapeño cheeseburger.
It also points to the uptick in competition between fast food restaurants, with McDonald’s launching breakfast all day in October.
Last year, McDonald’s made the most money among fast-food chains — more than $35 billion in sales — followed by Starbucks, Subway and Burger King.
Burger King restructured its pricing to align with McDonald’s shortly after Burger King merged with Tim Horton’s, the Canada-based chain in 2014. Since then, fast-food price wars remain ablaze.
Alex Macedo, president of Burger King North America, said during a tasting event in New York on Wednesday that it’s a good time to add hot dogs to the grill.
The U.S. Hot Dog and Sausage Council estimates Americans eat 20 billion hot dogs a year, compared to 50 billion burgers a year.
Among fast-food giants, it’s an underrepresented offering.
“This is probably the most obvious product launch ever,” he said.