Burger King Tries Its Hand At Tex-Mex With Its New Whopper-Burrito Hybrid

First it began serving up hot dogs all over the United States; then it had the nerve to introduce Mac N' Cheetos to the fast-food scene. If you've been keeping up with Burger King's new menu, you've probably come to the well-founded conclusion that the fast-food mega-chain has lost its mind.

Not so fast, mindful eaters! There’s another offender to add to the list. While it’s perfectly normal (and even exciting) for food chains to innovate and try to cater to a more demanding public, somebody has to draw the line. Who, for example, decided to let Burger King dip its ever-expanding toe into Tex-Mex, and roll out a new cheeseburger-burrito chimera nationwide on August 15?

The Whopperito is coming, and it’s coming fast, folks. Try not to panic.

For what it’s worth, Burger King’s decision to adapt a kind of fare traditionally linked to Chipotle is actually a smart marketing move, considering the burrito chain has been reeling from a string of foodborne illness outbreaks. Chipotle’s previously loyal customers may transition their allegiance over to Burger King, if the fast-food chain manages to roll out a satisfying enough item.

"It's certainly one of the first times that we've tapped into the Tex-Mex category," Alex Macedo, North American president at Burger King, said in an interview, per Bloomberg. "It's one of the fastest-growing categories -- consumers like the freshness of it. They like the mix of flavors.”

The Whopperito isn’t as revolutionary an item as you may think; Burger King has instead basically chosen to deconstruct its Whopper, taking its main ingredients -- beef, lettuce, tomatoes, onions and pickles -- and wrapping them in a tortilla, rather than its standard sesame-seed bun. The components will be bound together by a queso sauce, rather than the mayo, ketchup or mustard you might typically enjoy on a burger.

For now, the Whopperito is being promoted as a limited time offer. If it proves to be popular among fans, it could earn a permanent place on the Burger King menu. If not, you can still snag one in the next three to four months for $2.99.