Burger King Corp., in a move that could ignite a fast-food discounting war, plans to test a $1 double cheeseburger that would challenge one of McDonald's Corp.'s best-selling items.
"It is our belief that the dollar double cheeseburger is the most powerful weapon our competitor has to continue their growth and steal disproportionate share from the category," a note emailed to Burger King employees and franchisees from the company's chief marketing officer said in disclosing the test.
The nation's No. 2 hamburger chain, in terms of sales and number of restaurants, said it will feature a larger double cheeseburger than McDonald's at a heavily discounted rate in three unidentified U.S. markets early next year.
from the Wall Street Journal
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