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The Chicago Tribune is reporting that Burger King is encouraging their franchisees to offer a temporary price reduction on their double cheeseburgers. The proposed new price would be $1, and would undercut McDonald’s price of $1.19.
After McDonald’s was recently forced to raise their double cheeseburger prices from $1 to $1.19 in an effort to appease franchise owners complaining of diminishing profit margins, it’s hard to imagine Burger King’s profit margins are high enough to make this promotion stick. The proposed time-frame for the temporary price cut would be approximately four months, and seems more like a petty attack than an actual sales driven promotion. Still, if it means cheaper double cheeseburgers I suppose we’re all for it.
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