Firestorm: Burger King creates new sandwiches, a new ad campaign and a little bit of controversy.(Storyboard)

Chain Leader, January, 2004 by Littman, Margaret

Serious foodies were shocked, just shocked! In October, when they turned on their television sets, there was Mexican food expert Rick Bayless, owner of Chicago's Frontera Grill and Topolobampo restaurants, past winner of a James Beard Foundation Outstanding Chef award and tireless advocate tot organic foods. He wasn't hosting his cooking show or promoting one of his cookbooks. Bayless was hawking Burger King sandwiches.

On Internet chat rooms devoted to all things edible, former Frontera fans called for a Bayless boycott, dubbing him a "sellout" and "hypocrite." But even if one doesn't believe the adage that any publicity is good publicity, the unusual pairing seems to be firing up consumers and calling attention to both Burger King's new healthful menu...

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