Burger King has been testing the $1 Double Cheeseburger in various markets for the past 18 months, and as of today, unveiled it nationally. After fighting tooth and nail against it, franchise owners seem to have relented, and BK is talking tough about the superiority of their Double Cheeseburger:
â€œWith more beef and cheese, the $1 Â¼-pound Double Cheeseburger beats competitorsâ€™ sandwiches, such as McDonaldâ€™s Double Cheeseburger and Wendyâ€™s Double Stack,â€
“1/4 pound of hot, not so fresh, delicious preservative laden beef!”
Dollar menus or value menus have been all the rage in the fast food world in the last few years, as companies look to offer as many deals and variety as possible to bring in more customers. Consumers love it, because instead of paying $6 for a value meal, they can fill themselves up on the cheap. For example, a McChicken and a McDouble at McDonalds is my go-to order – only $2 and it leaves me pretty satisfied. Well, satisfied from a fullness perspective, I am never satisfied when I’m forced to eat McDonalds.
The dirty secret of dollar menus though, that I alluded to in my opening paragraph, is that franchise owners HATE them. They feel that dollar menus allow people to load up on a few cheap items, instead of paying more for a value meal, costing them valuable sales dollars. Burger King has been fighting this battle with their franchisees for nearly 2 years now, as BK owners aren’t exactly eager to sell a burger for $1 that has been retailing for nearly $2.50.
Just last year, McDonald’s gave up their $1 double cheeseburger gambit, raising the price to $1.19 and adding the “McDouble” (essentially a double cheeseburger, sans one slice of cheese) to the dollar menu in its place. Yet now, BK is offering up a 1/4 pound version of what McDonald’s couldn’t afford to keep on its dollar menu? Good luck with that BK.
On the topic of cheap burger sizes, do you remember when the quarter pounder was considered to be literally a huge thing? People were all “whoa dude, quarter pounder. Alright. You aren’t messing around at this meal.” Uh yeah. Not so much anymore. A quarter pounder ain’t shite anymore people. Sorry dudes, but you are definitely not ballin’ if you are all about the burger that the local homeless dude can afford with a good 20 minutes of panhandling. But hey, in this economy, that’s a lot of sustenance for not a lot of money, so go buy it. Or don’t. I really don’t care.