Industry News | December 9, 2005

Burger King Set to Unveil $1 'Value Menu'

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Burger King Corp. plans to introduce a limited "value menu" featuring items costing $1, to stimulate traffic and better compete with its fast-food rivals, the Associated Press reported today.

Its domestic franchisees are to vote by Wednesday on whether to endorse the strategy. Interviews with several indicated that approval is likely.

"How can we not have $1 items when you look at our two primary competitors?" asked one Midwest franchisee, who said he intends to vote for the menu's national rollout, scheduled for February.

Burger King's $1 fare would include a Whopper Jr. hamburger, a four-piece serving of Chicken Tenders, a side salad, small French fries or onion rings, a small soft drink and an apple pie.

Individual franchisees would have other optional items they could sell at that price, among them a "Rodeo cheeseburger."

Burger King spokeswoman Edna Johnson told Dow Jones Newswires she wouldn't deny the rollout plans, but declined to elaborate.

But, she said, "We're confident that our direction in this area reflects a highly collaborative approach with our franchisees that will maximize profit and traffic."

Adding a "value menu" to its 7,500 U.S. restaurants would allow Burger King to advertise it nationally.