Burger King is shaking up its signature burger lineup with a bold new twist: onion rings on the Whopper. The limited-time menu addition, launched in Japan, is part of the fast-food chain’s ongoing effort to attract customers with unique, indulgent offerings.
Burger King Japan announced the release of its “Wild West Burgers” on June 5 via its official X account. Leading the promotion is the Barbecue Rodeo, a loaded burger that blends the chain’s flame-grilled beef patty with two slices of cheese, crispy onion rings, and a thick layer of Bull’s‑Eye barbecue sauce. The result is a smoky, sweet, and savory burger designed to evoke the flavors of the American West.
The Barbecue Rodeo is priced at ¥1,290 (approximately $8.91 USD) for the sandwich alone. Customers can also opt for a set that includes small fries and a medium drink for ¥1,590 (about $10.99 USD).
Joining the lineup is the Classic Rodeo, which mirrors the Barbecue Rodeo’s composition but swaps out the barbecue sauce for the traditional combination of ketchup and mustard. Both versions are offered at the same price point and are available for a limited time. However, Burger King Japan advises that availability may vary by location.
Creative Promotions Amid Financial Pressures
The Wild West promotion arrives at a critical time for Burger King’s parent company, Restaurant Brands International (RBI), which also owns Popeyes and Tim Hortons. During a June 5 earnings call, the company reported lower-than-expected revenue and a decline in same-store sales across several North American brands.
In contrast, international markets like Japan showed stronger performance. The success of overseas promotions, such as the Wild West Burgers, may help offset the softer demand seen in the U.S. and Canada.
RBI is not alone in facing these challenges. McDonald’s, a major competitor, also reported a 3.5% decline in same-store sales in the first quarter of the year. Analysts attribute these declines to broader economic uncertainty and cautious consumer spending, partly influenced by global trade tensions and tariff impacts initiated during former President Donald Trump’s administration.
A Taste of the West—For Japan Only
While the Wild West lineup is exclusive to Japan, Burger King fans in the U.S. can get close by customizing the American Rodeo Burger. By adding two slices of cheese to the standard version, which already includes onion rings and barbecue sauce, customers can replicate the indulgent flavor profile of the Barbecue Rodeo.
Though the new Whoppers won’t be hitting American menus any time soon, the launch reflects a growing trend of international innovation as brands look for creative ways to keep global customers engaged. Whether through smoky barbecue sauce or the unexpected crunch of onion rings, Burger King continues to expand what a Whopper can be—one market at a time.
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