The nation’s fast-food giants are shedding the bread for those hoping to shed some pounds.
Burger King is just the latest to join. On Tuesday, the burger chain said it has begun selling a low-carb version of its Whopper sandwich at its nearly 8,000 domestic restaurants.
Fast-food fans might not want to wrap their hands around the newest fad food, though. Rather than a bun, the patty comes on a plate, minus the ketchup and mayo.
Glomming onto the growing popularity of low-carbohydrate, high-protein regimens such as the Atkins diet, restaurants have become carb-obsessed. Major chains, such as T.G.I. Friday’s, Subway and Ruby Tuesday, are leading the charge nationally, along with scores of regional and local restaurants.
Most of the new low-carb menu items are hardly strokes of scientific genius. Much like the bun-less Whopper, they are stripped-down versions of old favorites. At Subway, for example, a skinny tortilla is the alternative to its crusty bread.
Restaurants are spending millions to advertise their low-carb alternatives or products high in protein. Two chains–Subway and T.G.I. Friday’s–even have endorsement deals with Atkins.
It’s too early to tell whether low-carb is a fad or a trend. One thing is for sure: More than 30 years after Dr. Robert Atkins published his first diet book, there are legions of Atkins aficionados.
NPD Group, a Chicago market research company, estimates that 10 million Americans are actively pursuing an Atkins diet or one of the low-carb imitators, up from 3 million a year ago.
Those protein-mad dieters have caused a surge in demand for beef, cheese and eggs, while turning an evil eye toward bread and pasta. With about half of all meals eaten outside the home, it was only a matter of time before restaurants started listening. Hamburger chains and other purveyors of protein have been quick to respond.
In December, Hardee’s and Carl’s Jr. began selling a bun-less, lettuce-wrapped hamburger. The Hardee’s version has 5 grams of carbohydrates, compared with 53 for a burger with a bun. Burger King’s bun-less Whopper has 3 grams, compared with 52 for a regular Whopper.
Burger King has said the bun-less Whopper will cost the same as its breaded counterpart, although pricing decisions are made by individual franchisees.
In addition to the bun-less Whopper, Miami-based Burger King, the nation’s No. 2 hamburger chain, behind McDonald’s Corp., plans to increase its low-carb options by introducing salads with a choice of grilled chicken, shrimp or sirloin steak. Dieters also will be able to order Whopper meals that substitute salads for carb-loaded french fries and bottled water for soft drinks.
Some nutrition experts are more cynical about the restaurant chains’ motives. After all, a Whopper without the bun has fewer calories but as much saturated fat as one with a bun.
“This is not about the fast-food industry getting interested in health promotion,” said Margo Wootan, director of nutrition policy at the Center for Science in the Public Interest. “It’s about trying to sell as much fast food as possible.”
