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Burger King releases $1 double cheeseburger after dispute
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This is now only a dollar at Burger Kings across America
After a heated debate between franchisees and Burger King Holdings Inc. BK finally announced it would be releasing a double cheeseburger for only $1. The super value sandwich will be available across America within the next month.
The argument over the $1 quarter pound double cheeseburger first broke out in mid July. Burger King sales had dropped 4.5% in the U.S. and Canada during the last quarter and BK thought the super value item would be a great way to ignite sales. Senior vice president of global business and strategy, Mike Kappit stated to the press, “We’ve conducted extensive tests on this offer in local markets over the past 18 months. Positive sales results and strong consumer demand for our $1 ¼-pound Double Cheeseburger prove this strategy delivers a superior sandwich at an exceptional value.”
The franchisees however were very concerned about the profit margin for such a cheap sandwich and lobbied for it to be sold at a higher price or not at all. In the end, Burger King decided to still release the sandwich for the benefit of the company as a whole.
“We will flex premium when we can; we will flex value when we need to,” said Burger King Chairman and chief executive John Chidsey, during the company’s latest corporate conference call with investors in late August, national restaurant news reports. Unfortunately for franchisees, Burger King also flexed their executive decision making power over the lowly franchise owners.
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