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Burger King throws new punch in fast food war

Nov 20, 2015

In fast food’s fierce fight for your spare change, Burger King just upped the ante.

Faced with increased value competition from rivals, the Restaurant Brands International unit is bringing back its hit deal: 10 chicken nuggets for $1.49.

“We always want to bring our guests the best-tasting food at a great value, so this deal is a big win for everyone,” said Eric Hirschhorn, Burger King’s chief marketing officer of North America, in a statement.

The value deal will be available for a limited time at participating locations.

Earlier this week, rival McDonald’s unveiled plans for its own new value: the McPick 2 for $2 menu. From Jan. 4 to Feb. 8, customers will be able to mix and match any two of the following for just two bucks: the McDouble, McChicken, small fries or mozzarella sticks.

Wendy’s, the third biggest U.S. burger chain by revenue, is also doubling down on value with its four for $4 offer. As part of the deal, customers can buy a Jr. Bacon Cheeseburger, four-piece nuggets, fries and a drink for four bucks.

At least one firm thinks the promotion will drive a meaningful lift for Wendy’s. On Thursday, Goldman analysts upgraded the chain’s shares to “buy” from “neutral.”

“[W]e see a comp acceleration on the back of the 4 for $4 promotion disproving the thesis that a resurgent MCD means a ‘zero-sum’ game. WEN sounded very positive on the promotion on a recent field trip, and our own checks with competitors/franchisees and Google search trends are also encouraging,” wrote Goldman in a note to investors.

Source: cnbc.com

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