Yumbo sandwich returns to Burger King after 40 years
The Yumbo Hot Ham & Cheese Sandwich came off the Burger King menu 40 years ago, before most of its core audience was born. But the chain is reviving the sandwich beginning Dec. 2, saying in a release that it expects the item “will bring back memories for loyal guests.”
As before, the sandwich combines slices of Black Forest ham and melted American cheese, but lettuce and mayo and a hoagie bun have been added for the return engagement. The Yumbo has a suggested menu price of $3.69 and it will join Burger King’s “2 for $5” menu.
The Yumbo’s blast-from-the-past style carries over to marketing: Burger King will—for 48 hours—take its Facebook page back to analog days: i.e. instead of being online, Burger King can be reached during that time at 1-844-BK-YUMBO for “likes” on the new sandwich and other comments.
Eric Hirschhorn, chief marketing officer, North America, Burger King Corp., says the decision to bring back the Yumbo Hot Ham & Cheese was “100% driven by the passion of our guests” and not a reaction to higher beef prices. “Our franchisees came to us after years of hearing requests” for the sandwich and lobbied for its return, he told BurgerBusiness.com in an interview. “There is a lot of nostalgia around the brand and these classic sandwiches, and we’re also excited to introduce it to new generations.
Burger King might bring other menu items back in the future, but Hirschhorn said it will not be doing a steady procession of throw-back sandwiches.
