Burger King picked a fight with McDonald’s with this big announcement

May 29, 2024

McDonald’s is the biggest food chain in the world.

Now one of the fast-food giant’s biggest competitors is coming for its crown.

And Burger King picked a fight with McDonald’s with this big announcement.

Burger King launches new $5 combo meal to compete with McDonald’s 

The fast-food industry has seen some of the steepest price increases of any sector of the economy under President Joe Biden.

Fast food chains have been hit with a one-two punch of rising prices for food and the soaring cost of labor from worker shortages and minimum wage increases in many states.

McDonald’s CEO Chris Kempczinski said the chain needed to be “laser-focused on affordability” because of inflation-weary customers.

“What we don’t have in the US right now is a national value platform,” Kempczinski said.

To get customers back in the door, McDonald’s is going to run a $5 combo meal for a month beginning at the end of June.

Customers can choose from a McDouble or a McChicken, fries, four McNuggets, and a drink.

Burger King announced that they were launching their own $5 combo meal on the heels of McDonald’s announcement.

The chain will give customers the choice of one of three sandwiches, fries, chicken nuggets, and a drink according to a report from Bloomberg.

Dubbed the $5 “Your Way Meal,” Burger King plans to keep the promotion going for several months.

“Regardless of their plans, we are moving full speed ahead with our own plans to launch our own $5 value meal before they do — and run it for several months,” Burger King president Tom Curtis said in a memo.

Restaurant Brands International Inc. – Burger King’s parent company – told investors that it has seen customers become more price-conscious.

That’s why Burger King is working on two other value meals to debut in the second half of the year to keep the heat on its competition.

“Burger King is accelerating its value offers after three quarters of leading the industry in value traffic,” Burger King told USA Today in a statement. 

To celebrate Burger King’s 70th birthday, the chain is running a “Birthday Meal” featuring a Whopper Jr., small fries, a small drink, and a slice of birthday cake for $6.

Wendy’s also announced that it would be running a 2-for $3 breakfast promotion.

Fast food customers searching for value 

McDonald’s missed its profit estimates for the first time in two years last year after slowing sales.

Starbucks, KFC, and other major fast-food chains have seen sales decline as inflation-weary consumers turn to eating at home to save money.

McDonald’s CEO Chris Kempczinski told investors in an April earnings call that business was slowing down in the fast food industry.

“Across almost all major markets, industry traffic is slowing,” Kempczinski said. “We know our customers are looking for reliable everyday value now more than ever.”

Restaurant Brands International Inc. which counts Burger King, Firehouse Subs, and Popeye’s among its brands has been the exception.

And a battle is underway among fast food chains to get customers to return by leaning into value as the cost-of-living crisis continues to drag on.

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