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| A Burger King double cheeseburger. Photo: alandd/flickr |
Burger King confirmed Wednesday a plan to mail out $1 double cheeseburger coupons in August and September to nearly 80 million households nationwide. The move comes after franchisees vetoed a proposal to offer the double cheeseburger at that price on in-store menus.
Nation's Restaurant News reports that franchise owners rejected the original promotion to sell the double cheeseburger at $1 for four months -- and also later rejected a revised promotion plan to sell the $1 doubles for six weeks.
The franchise owners rejected the $1 promotion due to worries that another buck-priced sandwich could cause more customers to trade down from higher-priced items on the menu. Burger King already features a $1 Whopper Jr. sandwich.
"Burger King Corp. remains fully focused on its value offerings and delivering value for the money to its guests," Burger King told Slashfood. "As such, any product and menu options are always in development and under consideration."
Burger King will now offer the original plan of $1 double cheeseburgers but only through mailed-out coupons. The direct mail coupon book includes a $1 Double Cheeseburger offer as well as $50 in other coupons.
[Via Nation's Restaurant News]
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