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 ...
Register to view this article
It’s free but we need to know a little about you to continually improve our content.
Registering allows you to unlock a portion of our premium online content. You can access more in-depth stories and analysis, as well as news not found on any other website or any other media outlet. You also get free eNewsletters, blogs, real-time polls, archives and more.
Attention Print Subscribers: While you have already been granted free access to NRN we ask that you register now. We promise it will only take a few minutes!
Questions about your account or how to access content?