Industry reacts to pressure among lower-income consumers in households with incomes of $75,000 and less
Burger King will be returning its $5 meal to the lineup as well as accelerating other value offers, the company confirmed Friday.
“We are bringing back our $5 Your Way Meal as agreed upon with our franchisees back in April,” a company spokesperson said via email.
Quick-service operators on first-quarter earnings calls have noted that traffic among lower-income consumers, especially those with household incomes less than $75,000, has dropped off this year.
The Miami-based division of Toronto-based Restaurant Brands International Inc. will be launching its $5 deal ahead of competitor McDonald’s Corp., which is planning its own $5 value offering, according to an internal memo first reported by Bloomberg on Thursday.
Bloomberg reported the Burger King $5 meal would include a choice of one of three sandwiches with nuggets, fries, and a drink,
Burger King plans to run its offer for several months, the report on the memo said. Meanwhile, Chicago-based McDonald’s indicated its promotion would run for about four weeks, reports have noted.
Besides the $5 meal, Burger King is testing two other value platforms that could be ready in the second half of the year, according to the Bloomberg report.
Other brands are offering deals as well.
Dublin, Ohio-based Wendy’s Co. earlier this week announced a $3 breakfast meal deal.
Burger King had 7,139 restaurants in the United States as of March 31. Parent RBI also owns the Tim Hortons, Popeyes Louisiana Kitchen and Firehouse Subs brands.
Contact Ron Ruggless at [email protected]
Follow him on X/Twitter: @RonRuggless
