Burger King’s “Real Cheeseburger” Causes a Stir in Thailand

Bangkok – Burger King has sparked excitement in Thailand with its latest creation: a meatless burger packed with an astounding amount of cheese. The fast-food chain’s Thai operator recently introduced the “real cheeseburger,” a bun filled with up to 20 slices of American cheese. Priced at 109 Thai baht ($3.1), significantly lower than the usual cost of 380 baht ($10.9), the burger quickly went viral on social media in Thailand, with many users documenting their experience on TikTok.

Burger King excitedly announced the new menu item on its social media account, stating, “This is no joke. This is for real.” At one Burger King branch in Bangkok, the outlet had to halt delivery orders to ensure enough stock was available for walk-in customers. Customers were drawn to the novelty of the cheese-laden burger, with one IT engineer named Im Jeepetch confessing that while she loved cheese, this offering was a bit overwhelming. She could only finish half of it, claiming that the excessive cheese turned the taste experience into an “insane” one. Im added that she would most likely stick to her usual order of the double cheese angus burger.

Other customers echoed similar sentiments, finding the cheeseburger too intense for their liking. Alisa Chuengviroj, a 26-year-old entrepreneur, stated, “I may not try it again. I like a few slices of cheese in my burger but not this much.” Despite mixed reviews, the burger gained attention as an example of fast-food franchises worldwide aiming to gain traction by offering eye-catching and unique menu options in the hopes of going viral on social media.

Apart from this cheese-stuffed creation, Burger King’s Thai menu also features salmon katsu burgers, catering to customers seeking a healthier alternative to beef. The chain in Thailand is owned by Minor International, a local hospitality group that manages several restaurant brands, including Dairy Queen and Benihana. Minor International did not provide a comment regarding the new burger.

In recent years, fast-food chains have sought to tailor their offerings to suit local tastes in different countries. In Thailand, cheese is especially popular among young customers, and it is common to find it sprinkled on various dishes. Burger King’s cheesy innovation is reflective of this preference, as the chain aims to capture the attention of cheese enthusiasts while also catering to those seeking a non-meat option.

The introduction of the “real cheeseburger” demonstrates Burger King’s determination to stay relevant and draw attention in a highly competitive industry. With fast-food franchises regularly looking for new ways to captivate customers, the success of these attention-grabbing menu offerings relies heavily on their ability to resonate with consumers and generate buzz on social media platforms. Only time will tell if this cheese extravaganza becomes a staple on Burger King’s Thai menu or if it remains a limited-time novelty.