Industry News | November 29, 2002

Whopper of a Discount

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Dow Jones Newswires reports today that Burger King franchisees have given their backing to the 99 cent Whopper promotion in January.

The vote, which required a two-thirds majority, passed with a narrow 69.6% approval.

Discounting the Whopper is the latest in the burger wars with rival McDonald's. Burger King corporate was pushing for the measure in an attempt to regain market share which has eroded since the introduction of McDonald's dollar Big 'n Tasty and Crispy Chicken.

The Whopper, which has a suggested retail price of $2.19, will sell for 99 cents for 17 days in January.