Sometimes marketers just tell it like it is. That’s the direction Burger King Japan decided to go in for their new aesthetically unpleasing "Ugly Burger."
The cheese-crusted buns look a little lumpy and bumpy, but they're baked with a savory blend of gouda, egmont, mozzarella and cheddar cheeses on top. Inside is a beef patty topped with either shrimp and a spicy sauce on the Shrimp Spicy Burger or teriyaki sauce with charred green onions and red miso in the Teriyaki Burger, both part of the new Ugly Beef Burger line.
Inside the burger are the classic toppings, including cheddar cheese, pickles, lettuce, tomatoes, onions and mayonnaise.
Burger King is pretty hard on the burger in its description, calling it "particular about its deliciousness rather than its beauty."
We think it’s perfectly pretty just the way it is, in addition to being drop-dead delicious-looking. A good burger with a cheesy bun? Sign us up immediately, signed all of America.
Unfortunately, this burger is only available in Japan, along with a plant-based Whopper where the faux-meat patties are the buns to an avocado-studded burger. Don’t forget the Tokyo Teriyaki Burger, which contains four beef patties, for a solid pound of meat.
Burger King Japan regularly rolls out unconventional menu items guaranteed to get people talking. Previously, they premiered the Ghost Whopper, which has two very white buns (just in time for Halloween) and the black burger, which used squid ink and charcoal for black buns and cheese.
It's just boring old burgers for us in the states. Meanwhile, the Ugly Burger is earning raves from across the pond.
How exciting would it be if Burger King added a little excitement to their U.S. menu? For now, we can only salivate from afar. For the record, we’ll take ugly and delicious over handsome and bland any day!