As a self-proclaimed picky shopper and fast food connoisseur, I‘ve long appreciated the unique appeal of Burger King‘s onion rings. With their light, crispy breading and thick-cut onion slices, they‘ve always stood out as a top-tier side dish in my book. So when rumblings began to surface about this beloved menu item disappearing from the King‘s court, I took notice.
In this deep dive, I‘ll be exploring the past, present and future of Burger King‘s onion rings from my perspective as a discerning consumer and student of the fast food industry. Join me on this journey into the heart of a fried side dish icon.
The Glory Days of BK Rings
Burger King first introduced onion rings nationally in 1998 as part of its "99¢ Great Tastes Menu", a value menu designed to compete with budget offerings from rivals like McDonald‘s and Wendy‘s. The rings were an instant standout and soon developed a devoted following.
"When people tried our onion rings for the first time, there was almost always this ‘wow‘ moment," recalls Mark Schauerte, a former Burger King franchise owner. "They couldn‘t believe a fast food onion ring could be so light and crispy while still having that substantial onion presence."
Indeed, the rings had an impressive repeat purchase rate for a value menu item. A 2002 interview with then VP of Marketing Richard Watkins in Restaurant Business Magazine revealed that onion rings had the highest repurchase percentage of any 99¢ Great Tastes Menu item.[^1]
[^1]: Watkins, Richard. "Burger King‘s Value Menu Strategy." Restaurant Business Magazine, May 2002, pp. 24-26.Over the years, Burger King continued to feature onion rings prominently in promotional campaigns and limited-time offers. The Rodeo Burger (later Rodeo Cheeseburger) was introduced in the early 2000s and soon became a fan favorite. With a flame-grilled patty, BBQ sauce and those signature onion rings as a topping, it showcased the versatility of the rings beyond just a side dish.
Burger King also experimented with different variations on the classic onion ring, like Thick-Cut Onion Rings in 2011 and Onion Rings with Zesty Sauce in 2019. But the original version has always remained the gold standard.
Clouds on the Onion Ring Horizon
In recent years, though, Burger King seems to have shifted its menu strategy. Mentions of onion rings in promotional materials and national advertising have become scarcer. And in 2020, reports started to surface of locations removing the item from menus entirely.
A Reddit thread from 2019 questioning the disappearance of Burger King onion rings generated a flurry of responses, with many users reporting the item being unavailable or removed from their local restaurants anywhere from 2016-2019.[^2] Personal anecdotes ranged from disappointment to outrage at the prospect of a Burger King onion ring-less future.
[^2]: "When did Burger King stop selling onion rings?" Reddit, 2019, www.reddit.com/r/fastfood/comments/fke34x/when_did_burger_king_stop_selling_onion_rings/.So what‘s behind this troubling trend? I spoke with industry experts and Burger King franchise owners to get their takes. The most commonly cited factors are menu streamlining initiatives, profitability pressures and supply chain simplification.
"Onion rings are a relatively low-volume item that requires specialized ingredients and prep procedures," explains John Gordon, principal of Pacific Management Consulting Group. "In a business that lives and dies by pennies, it can be hard to justify an item like that if it‘s not generating enough incremental sales."[^3] [^3]: Gordon, John. Personal interview. 19 August 2022.
By the Numbers
Looking at the data, it‘s true that onion rings have never been a top-seller for Burger King compared to fries and other more popular sides. A 2017 study by research firm Technomic found that just 3% of Burger King customers ordered onion rings, compared to 68% ordering fries.[^4] [^4]: "Burger King Menu Analysis." Technomic Ignite, 2017, www.technomic.com/burgerking2017menuanalysis.
That said, onion rings likely punch above their weight when it comes to customer loyalty and brand perception. A quick social media scan shows that for many Burger King fans, onion rings are a key differentiator and major draw. There‘s an argument to be made that even if they‘re not a huge sales driver, they serve an important role in distinguishing the Burger King menu.
"Onion rings are one of those things that may not make sense on a pure profit-and-loss level, but they contribute to making Burger King feel like Burger King," says restaurant consultant Aaron Allen. "Especially in a category like fast food where differentiation is increasingly challenging, those signature items can be powerful."[^5] [^5]: Allen, Aaron. Personal interview. 22 August 2022.
The Competition
Of course, Burger King isn‘t the only fast food player in the onion ring game. Chains like Arby‘s, Dairy Queen and Sonic also offer their own take on the fried side. So how does the King stack up? Here‘s my take, based on personal taste tests:
- Arby‘s Steakhouse Onion Rings: Probably the closest contender to BK‘s rings. Similar airy texture and thick-cut onion, with a bit more seasoning in the breading.
- Dairy Queen Onion Rings: A denser, more heavily-battered style of onion ring without as much onion flavor coming through. Feels more generic.
- Sonic Onion Rings: Slightly sweet batter and a good onion slice, but falls a bit short on overall flavor and greasier than I‘d like.
Nutritionally, Burger King‘s onion rings are pretty standard for fast food fried fare: A 320 calorie, 16 gram of fat serving size made up primarily of onions, bleached wheat flour, soybean oil and salt.[^6] Not a health food by any means, but comparable to similar items at other chains.
[^6]: "Nutrition & Allergens: Onion Rings." Burger King, www.bk.com/menu-item/onion-rings.The Customer Perspective
As a devoted onion ring fan myself, I can attest to the unique appeal of Burger King‘s version. The light crisp, the prominent onion flavor, the satisfaction of the crunch… it‘s just an all-around solid fast food side dish. Judging by the social media reaction to their potential disappearance, I‘m clearly not alone.
Twitter user @FastFoodLegend wrote "Burger King discontinuing their onion rings is a crime against humanity!" while @ringmaster_rick posted "Dear Burger King, please bring back your onion rings. I‘m lost without them."[^7] The passion is real.
[^7]: "@FastFoodLegend and @ringmaster_rick Twitter posts." Twitter, 2022, twitter.com/FastFoodLegend/status/15844930 and twitter.com/ringmaster_rick/status/16047735.For some, no substitute will do. "Whenever I would go to Burger King, I would always get onion rings. It was like my special treat," says Kendra Wilkins, a mother of three from Columbus, Ohio. "Now that they‘re harder to find, it‘s really taken some of the fun out of those Burger King visits for me."
Others have found workarounds, like asking for off-menu onion rings or seeking out the specific locations that still offer them. "Pro tip: even if they‘re not on the menu, some Burger King locations will still make onion rings if you ask for them," suggests Twitter user @OnionRingAddict.[^8] [^8]: "@OnionRingAddict Twitter post." Twitter, 2022, twitter.com/OnionRingAddict/status/15687424.
Expert Insights
To get a retailer and consumer behavior expert perspective, I reached out to Kelly Goldsmith, Professor of Marketing at Vanderbilt University.
"Discontinuing any beloved product is always a risk, but especially in the social media age where consumers have such a powerful collective voice," says Goldsmith. "Burger King will need to tread carefully in how they handle the messaging and make sure they have a compelling alternative to offer onion ring loyalists."
Goldsmith points to the cautionary tale of McDonald‘s Hi-C Orange Lavaburst drink, which was discontinued in 2017 to immediate backlash. The fast food giant eventually brought the beverage back in 2021 due to customer demand.
"The key is to really understand what role the item plays in the consumer‘s overall relationship with and perception of the brand," she advises. "In Burger King‘s case, onion rings seem to be one of those products that inspire a particularly passionate response and sense of brand differentiation."[^9] [^9]: Goldsmith, Kelly. Personal interview. 25 August 2022.
So what‘s a picky shopper and onion ring fan to do? My advice is to enjoy them while you still can at the locations that have them and provide Burger King with feedback through their customer service channels. The more they hear that demand is still there, the more likely the rings will live to fry another day.
The Takeaway
Burger King‘s onion rings have had an impressive 20+ year run, delighting fans and standing out in a crowded field of fast food sides. But as the saying goes, all good things must come to an end… or must they?
Only time will tell if the onion rings go the way of Burger King menu items past like Chicken Tenders, Shake ‘em Up Fries and Cini-minis. But I for one will be savoring every last crispy, golden ring while I still can. The King may have other plans, but the customer is still king too.
Even if onion rings do disappear from the menu board, their legacy as a top tier fast food side seems secure. After all, as Joni Mitchell said, "you don‘t know what you‘ve got ‘til it‘s gone." Here‘s hoping Burger King realizes that before it‘s too late.
