Last December, the value menu’s importance in the competition for cash-strapped customers jumped out from billboards touting Burger King’s $1 double cheeseburger as bigger than the equally priced version from quick-service leader McDonald’s.At the same time that Burger King was running the billboards in Southern California to battle McDonald’s established legacy in the value game, its strategy was telegraphed even further when Dow Jones Newswires intercepted and published a corporate memo ...
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