Burger King pulling slice from double cheeseburger
By Lisa Baertlein
Reuters
LOS ANGELES (Reuters) – Burger King Corp is taking a page from the playbook of McDonald’s Corp and pulling a slice of cheese from its $1 double cheeseburger.
Starting on April 26, the fast-food chain will sell a “BK Dollar Double” with two burgers and one slice of cheese, Burger King said on Wednesday. That’s six days after the company raises the price of the $1 double cheeseburger to a suggested $1.19.
Burger King and McDonald’s have successfully used $1 burgers to lure diners into stores. McDonald’s raised the price of its popular double cheeseburger to a suggested $1.19 from $1 in December 2008.
Stifel Nicolaus analyst Steve West estimated that every cheese slice costs 1 cent to 2 cents — translating into roughly 1 to 2 percent of the gross revenue from double cheeseburgers.
**Note: That slice of cheese they’re pulling was probably the only thing that was mildly nutritious! – JS (more)