KFC explains idea behind ‘cheese top’ burger


Posted at Jul 04 2012 06:14 PM | Updated as of Jul 05 2012 03:58 AM

MANILA, Philippines – A week after it unveiled the much talked about Cheese Top burger, an official of Kentucky Fried Chicken (KFC) Philippines defended the idea behind the product, which was labeled by some as “dumb” and “wrong.”

KFC Philippines marketing manager Errol Magdato cleared speculations that the new sandwich is sticky and difficult to eat, as seen in several blogs and a spoof ran on US late-night talk show “Jimmy Kimmel Live.”

“That’s the biggest misconception about the burger, that it’s sticky and greasy,” Magdato told ANC. “You can eat it like a regular burger.”

Asked why the company decided to bake the cheese on top of the bun, he said: “We like to play around with things that Filipinos love and what people like to put in food -- cheese.

"We decided to bake it on top of the bun, that makes the bread cheesier and tastier. The baking process makes it stick to the bread, so it’s not really sticky,” he added.

Here to stay

Magdato claims that despite the flak the fast-food chain has been getting, sales of the Cheese Top burger are doing well.

“It’s beyond all expectations,” he said. “Actually, all the things that have been happening, all the memes and Jimmy Kimmel, it’s all done in good nature.”

“We knew that this product is going to be interesting but we never thought that it was going to be this big,” he added.

The Cheese Top burger includes a chicken patty and garlic Parmesan dressing, with a slice of cheese melted atop the bun. With the amount of attention it has been getting, the product is expected to stay in the menu for quite some time.

Not alone

KFC, however, is not alone in its offbeat creations.

Just recently, Burger King announced a new product in the United States, a 510-calorie bacon sundae.

The dessert includes the usual fudge or caramel sundae, and a strip of crispy bacon.

Last April, Pizza Hut Middle East rolled out a cheeseburger-ringed pizza, which Internet users called “an abomination.”

Like KFC’s Cheese Top and Double Down sandwiches, the two products also attracted a huge buzz in social media.

“We enjoy seeing people having fun with the product,” Magdato said.