Bagpipes. Flowers being tossed in a casket. The Burger King mascot handing out burgers to mourners at a funeral. The fast-food giant isn’t exactly holding back in its latest campaign to promote a fresh menu item. On Thursday, Burger King launched a new item nationwide—the Double Quarter Pound King. Is there any secret which burger BK’s new creation is taking aim at?

“We’d like to offer our deepest condolences to all the flat-top fried double quarter pound burgers out there,” Burger King said in a press release.

The Double Quarter Pound King features more than half a pound (based on pre-cooked patties) of flame-grilled, 100 percent beef. It’s topped with American cheese, freshly sliced onions, zesty pickles, and ketchup, on a toasted, sesame seed bun.

“Flat-top fried double quarter pound burgers ruled the game for a long and meaty time, but now begins a new generation of double quarter pound burgers. Flame-grilled double quarter pound burgers, fit to wear the crown,” Burger King added in the release.

The Double Quarter Pound King is being sold for $5.39.

It appears, clearly, Burger King is waging battle with McDonald’s iconic Quarter Pounder in this campaign. McDonald’s famed burger is undergoing a transformation as of late. In March, the chain announced that by mid-2018 it expected all Quarter Pounder burgers at the majority of McDonald’s U.S. restaurants to be made with fresh beef, prepared to order.

The move to fresh beef started in 14 Dallas-Fort Worth restaurants last spring before expanding to 77 Oklahoma units in November. It then grew to 325 of McDonald’s Dallas-area restaurants in March. This included the Quarter Pounder with cheese, the Double Quarter Pounder with cheese, the Bacon Clubhouse Burger, and the Quarter Pounder Deluxe.

McDonald’s is also touting a new fresh beef burger—the Archburger—in select markets. The menu item is a reboot of sorts of the Arch Deluxe, which was the object of a massive marketing campaign before flaming out in the late 1990s. The Archburger is 3 ounces and slightly smaller than the Quarter Pounder patties. It comes with the Arch Sauce and is priced at $2.19, including cheese, pickles, and onions.

Both companies are performing well lately. McDonald’s reported third quarter net profit of $1.88 billion, beating Wall Street expectations with a nearly 48 percent profit increase since the same period last year. During the second quarter of this year, McDonald’s U.S. comparable sales rose 3.9 percent after rising 1.7 percent during Q1. Guest traffic has increased for the past two quarters.

Burger King reported same-store sales growth of 3.6 percent in the third quarter. Systemwide sales rose 11.2 percent and net restaurant growth came in at 6.6 percent, and appears on the verge of launching an extensive delivery program.

Burger King closed the press release with this burger mic drop:

So, go on and reflect on America’s time with flat-top fried double quarter pound burgers. Or don’t. Maybe you have something better to do with your time, like sinking your teeth into a flame-grilled Double Quarter Pound King Sandwich for a recommended price of $5.39.

With sympathy,

Burger King Restaurants

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