Burger King announced their $1 Dollar Double Cheeseburger promotion October 19, 2009 with the press release below.
What they didn’t mention was that Burger King franchise owners had twice voted against the promotion, but BK corporate decided to run it anyway.
Now the franchisees are suing. Read about the franchise lawsuit at Unhappy Franchisee:
What’s the franchisee’s beef with the promo? They claim (among other things) that it costs $1.10 to make and sell the product they’re being forced to price at $1.00.
It’s Finally Here! $1 ¼ Pound Double Cheeseburger Hits The Menu In Participating Burger King®restaurants Nationwide
October 19, 2009
MIAMI – Oct. 19, 2009 – Burger King Corp. (NYSE:BKC) today announced that consumers craving the flame-fresh taste of a quality hamburger can head to their nearest BURGER KING®restaurant for an unbeatable deal – the ¼ pound Double Cheeseburger for only $1. Tested and adopted in multiple markets in the U.S. for the past 18 months, this much anticipated and worthy addition to the BK®Value Menu is now available in participating BURGER KING®restaurants nationwide, providing guests a superior sandwich at a great value.
"During a time when value is a priority for everyone, we’re offering a top-quality product that not only boasts an affordable price point but also tastes great," said John Schaufelberger, senior vice president, global product marketing and innovation, Burger King Corp.
The $1 ¼ pound Double Cheeseburger features two flame-broiled hamburger patties, crunchy pickles, ketchup, mustard and two slices of American cheese on a sesame seed bun. With more beef and cheese, the $1 ¼ pound Double Cheeseburger beats competitors’ sandwiches, such as McDonald’s®Double Cheeseburger and Wendy’s®Double Stack.
Burger lovers can expect to see a series of mouth-watering national TV ad spots and in-restaurant merchandising in support of the promotion. Via online banner ads, Web users will also have the opportunity to experience just how much a $1 bill can afford them from the BK®Value Menu using a simple Web cam and some novel "augmented reality" technology, which overlays the products from the menu onto the currency image.
The $1 ¼ pound Double Cheeseburger joins the national BK®Value Menu, which includes the WHOPPER JR.®sandwich and Spicy CHICK’N CRISP®sandwich as well as the Ham Omelet Sandwich and sausage biscuit on the BK®Breakfast Value Menu, all priced at just $1 each.
ABOUT BURGER KING CORPORATION
The BURGER KING®system operates more than 11,900 restaurants in all 50 states and in 73 countries and U.S. territories worldwide. Approximately 90 percent of BURGER KING®restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. In 2008, Fortune magazine ranked Burger King Corp. among America’s 1,000 largest corporations and Ad Week named it one of the top three industry-changing advertisers within the last three decades. To learn more about Burger King Corp., please visit the company’s Web site at www.bk.com.
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