Burger King is doubling down on value with a new $1 Your Way menu set to debut December 28.
The menu will feature the Bacon Cheeseburger, Chicken Jr., Value fries, and Value soft drink. As part of the roll out, Burger King will deposit $1 into select customers’ Venmo accounts.
“We know that value is extremely important to our guests, especially now,” said CMO Ellie Doty, in a statement. “That’s why we set out to create a menu that offers craveable products, like our Bacon Cheeseburger, that can’t be found at the same price anywhere else.”
Jose Cil, CEO of Burger King owner Restaurant Brands International, said during the company’s Q3 earnings call that value is a point of focus for consumers. He added that in recent quarters, Burger King saw success with LTOs like its $1 chicken nuggets and its five for $4 and two for $5 deals.
“We've sharpened our focus on the value for money equation as we move into 2021,” Cil said back in October. “As with our initiatives around quality, we're approaching value with a long-term mindset, that supplements are strong promotions with compelling everyday value.”
Burger King’s new $1 offering marks a revival of a value-based product that has gone by the wayside in recent years because of rising costs. McDonald’s ended its dollar menu in 2013, and rolled out a $1, $2, $3 value menu in 2018. In recent years, fast-food chains have instead focused on their digital presence and loyalty customer base by offering promotional deals through mobile apps.
Doty told Business Insider that Burger King thinks about what might resonate with customers at any given time during the year and attempts to provide a solution.
"When we promote a value menu or launch $1 Your Way menu, being sensitive to when that might be most useful to our guests is definitely top of mind," Doty said to the publication.
The new menu is yet another way the burger giant has tried to evolve amid the COVID pandemic. In the fall, Burger King revealed new prototypes that feature drive-in, curbside, and drive-thru capabilities, along with pickup windows and suspended kitchen and dining rooms. And earlier in December, the brand announced a partnership with Google in which customers may now order through a Google search, Google Maps, and Google Pay from more than 5,000 stores.
The chain continues to claw back to regular sales volumes. In Q3, Burger King’s same-store sales dropped 7 percent, compared to growth of 4.8 percent in the previous year. Revenue also dropped from $457 million in 2019 to $433 million this year.