MIAMI -- Burger King is bringing back the Yumbo Hot Ham & Cheese Sandwich, originally launched in 1968 and taken off the menu in 1974.
Available for a limited time at Burger King restaurants nationwide, the Yumbo features slices of black forest ham, topped with melted American cheese, lettuce and mayonnaise, served heated on a toasted hoagie bun.
The new sandwich will bring back memories for loyal guests and is true to the original, but has been refreshed to include lettuce and mayonnaise on a hoagie bun.
"We're always listening to our guests through our franchisees, in social media and via guest relations," said Eric Hirschhorn, chief marketing officer for North America at Burger King Corporation. "The return of the Yumbo Hot Ham & Cheese Sandwich is the latest example of how we're able to give our guests what they've asked for. Our strategy to selectively bring back favorite foods has helped us connect with our guests while also driving business results."
"My family's been in business with Burger King restaurants for over 40 years," said Tom Walsh Jr, Burger King franchisee of the year in 2013. "The Yumbo Hot Ham & Cheese Sandwich was a favorite I remember having as a boy in my dad's restaurants, and I know our guests are going to love having it back and sharing it with their own kids. This is a great example of how we as franchisees are working closer with Burger King Corporation on menu and marketing initiatives."
The Yumbo is available for a suggested price of $3.69 and is now part of the 2 for $5 menu alongside the Big King Sandwich, Original Chicken Sandwich and Big Fish Sandwich in participating restaurants.
The Yumbo will be supported by a 360-degree marketing campaign including TV advertising, social media, public relations and in-restaurant merchandising. To introduce the Yumbo to a new generation, the Burger King brand is rewinding the clock by taking our Facebook page back 40 years to 1974 for 48 hours as we take social media "analog" with the Burger King Yumbo Social Hotline. There callers can like, comment and share the Yumbo via rotary (or smart) phones by dialing 1-844-BK-Yumbo.
Founded in 1954, Burger King Worldwide Inc., Miami, is the second largest fast-food hamburger chain in the world. Its system operates in more than 14,000 locations serving more than 11 million customers daily in 100 countries and territories worldwide. All restaurants are owned and operated by independent franchisees.
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