Burger King challenges rival's $1 cheeseburger
11/23/2007DES MOINES - Burger King Corp., in a move that could ignite a fast-food discounting war, plans to test a $1 double cheeseburger that would challenge one of McDonald's Corp.'s best-selling items.
"It is our belief that the dollar double cheeseburger is the most powerful weapon our competitor has to continue their growth and steal disproportionate share from the category," the company's chief marketing officer said in a note disclosing the upcoming test, which was e-mailed recently to Burger King employees and franchisees.