Here’s an interesting bit from Nation’s Restaurant News, namely a new menu item from Burger King in yet another bold price-conscious move:
The new bone-in ribs, which have been tested in various markets and use the chainâ€™s new batch broilers that are now in nearly all domestic Burger King units, are priced at $7.99 as a six-piece combo meal in Dallas and $7.49 in Chicago. An eight-piece ribs meal is available in both markets for $8.99. The meals include French fries and a drink.
I think this is a rather striking move from the chain.Â Â You normally go into a fast food joint and spend seven dollars at the most on your selection.Â Like most of its competitors, Burger King has lowered its prices to draw in penny-pinching customers.Â BK hopes you’ll notice the ribs and impulsively throw away eight dollars for some meat and potatoes.Â I don’t buy it for a second but I appreciate its cojones.Â When the average price of ribs in America is $11.68 per half-rack, it seems to be solid bang for your buck economics.
Factors I think Burger King missed when considering ribs:
- Are ribs car-friendly? No, no and no.Â You could throw me in a car with three rolls of paper towels and I’ll find a way to smear my windshield with barbecue sauce.Â It is not a possibility, it is fact.Â I’d have to cover every surface of my vehicle with napkins to pull this off.
- When I think of ribs, do I think of Burger King? Nope, I’m thinking either soul food shacks or quality steak houses.Â There are a couple bars whose ribs I trust, but a fast food chain?Â I’d rather spend the extra money for quality beef, better atmosphere and homemade sauce than save a couple bucks eating in a Burger King.
- The red herring effect. The old bait and switch.Â This ruse has many names, but I’m not sure it will work in Burger King’s favor IN THIS ECONOMY.Â Ugh.Â I look forward to the days I don’t have to write those words.Â I don’t know about you, but I’d rather spend three dollars on a burger and fries and save the other five for the electricity bill.