Yesterday’s post spotlighted the accelerating discounting competition among burger chains. Burger King’s introduced a “2 for $10 Whopper Meal” deal and Sonic added a new $5 Boom Box meal bundle to compete with similar “value deals” from McDonald, Wendy’s, Carl’s Jr., Checkers and others.
But yesterday had barely begun before several interesting reactions occurred. One was from Checkers/Rally’s, which ratcheted up its $2 Meal Deal into a $4 bundle that includes a sandwich, small fries, small drink and—an item no other chain offers in its bundle, yet—a small milk shake.
Another notable reaction came from a BurgerBusiness.com reader who pointed out that in some markets Burger King’s coupon mailers from last fall, if not more recently, offered the same 2-Whopper-meal bundle for $8.99. If it’s now $10, where’s the value, this reader asks. Fair question.
In Canada, Burger King is offering a “Mix & Match 2 for $5” promotion. One of the sandwiches available is a new BBQ Pulled Pork sandwich. Other options are the Big Fish and Chicken Sandwich (both available regular or spicy).
Meanwhile, McDonald’s decision to allow local markets to do their own value promotions in tandem with the national McPick 2 for $5 offer is resulting in a plethora of different price points. Will consumers get confused? A sampling:
McDonald’s has been testing “Signature Crafted Recipes” since February 2016. The customization platform is really just a different name for the “TasteCrafted” and “Chef Crafted Flavors” platforms testing since last year (but not Create Your Taste, which is a more complicated customization program). The idea is that diners pick a protein and one of three topping combinations: Maple Bacon Dijon, Pico Guacamole or Sweet BBQ Bacon (below).
Lately, however, a few markets have been promoting the Sweet BBQ Bacon build as though it were a standalone menu item. The topping combination is sweet BBQ sauce, applewood-smoked bacon, caramelized onion, crispy onion and white Cheddar, which can pair with a quarter-pound beef patty, Buttermilk Crispy Chicken or Artisan Grilled Chicken patty. Perhaps Sweet BBQ Bacon is proving a popular enough combination for this to survive as a menu item even if the “Signature Crafted Recipes” platform doesn’t last.
Umami Burger has a new LTO. The Negroni BBQ Burger salutes the Blended Burger Project sponsored by the James Beard Foundation by creating a burger patty that mixes beef and chopped mushrooms. The idea that such blending makes burgers healthier and more sustainable.
The Negroni BBQ Burger’s toppings are Campari-and-cola barbecue sauce, melted Gouda cheese and a kale slaw that includes kale, cabbage, green apple and diced bacon, tossed in a bacon vinaigrette. The burger (shown below) will be available through July 31.