Burger King gets stingy with new $1 burger
Brother, can you spare a dime? You can? Well how about 19 cents?
A friend of mine, who raves about the $1 double cheeseburger deal at Burger King restaurants wasn’t raving — but raging — today at the news that starting in April, the national burger chain will begin charging $1.19 for the double cheeseburger. That’s not surprising: BK franchisees have been complaining for months that the much-advertised $1 double cheeseburger was driving down the sales of the other sandwiches on the Burger King menu.
Nations Restaurant News reported the news, adding that in 2008, Burger King’s biggest rival, McDonald’s, did the very same thing, switching out its $1 double cheeseburger for the $1 McDouble, which only has one slice of cheese. In April, Burger King will introduce the BK Dollar Double with one slice of cheese; the double cheeseburger had two slices. The cost savings per burger? About five cents. But those costs hurt the bottom line and Burger King is already facing a lawsuit from franchisees who argue that the corporate owners have no right to set maximum prices.