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BK Cuts the Cheese in $1 Double Cheeseburger

By • Feb 20th, 2010 • Category: Burger Blog

Consider me royally disappointed with the King’s latest declaration. Burger King has announced that their $1 Double Cheeseburger will cost $1.19, beginning April 20.

Franchise owners had complained since the Double Cheeseburger’s introduction in October that they were losing more than a dime on every one that was sold.  (Waaah.  Ask one of them how much they make on every cup of Coke they sell and they’ll clam up in a hurry.) Some of them even sued the King, maintaining that the company did not have the right to fix a maximum price on a menu item.  So it appears that the King has backed down from this fight and will just charge more for the burg.

Dollar menu fans may take solace in the fact that the chain will replace the Double Cheeseburger with something they’ll reportedly call the BK Dollar Double.  But beware: the “Double” in the name refers only to the number of flame-broiled patties. This new cheebie will feature just one slice of cheese, half that of the current $1 Double Cheeseburger.

Caution: corporate spin just ahead…

We are excited to offer two great-tasting sandwiches to our guests at prices they appreciate,” a Burger King spokeswoman said Wednesday. “BK continues to test innovative new products that will appeal to both value-conscious consumers and those seeking premium indulgent products at affordable prices.”  Translation: We were afraid customers might storm our stores with torches and pitchforks if we just got rid of a slice of cheese one night, so we’re going to stick it to them by charging more for that sandwich.  But we’ll throw an inferior burger out there so we can say we have one on the dollar menu.

It’s a little reminiscent of the cheesy switcheroo that Wendy’s pulled with its Bacon Deluxe.  And it’s the exact same strategy that McDonald’s employed with the McDouble, when a double-patty-single-slice burg replaced the double cheeseburger on the clown’s menu.  I have always maintained that BK is better than both of those chains: in quality of food, and certainly in offering what fans want.  This move strikes out on both counts.

Wait, there’s more.  BK also plans to “test” a price increase for its Whopper Jr.  (Yeah, “test.”  Like they’ll change their mind and drop the price if the test fails.) Some analysts, like Paul Ziobro of Dow Jones Newswires, speculate that this could be the first step in raising the price of the flagship Whopper as well.  According to his recent article: “One franchisee said the Whopper’s price has been stalled for close to three years as the chain has held the price steady on the Whopper Jr. at $1.  A higher price for the Whopper only makes sense, this franchisee said, with a concurrent increase for the smaller sandwich, since stores don’t want customers buying two or three Whopper Jr. sandwiches instead.”

So start digging under those sofa cushions, cheeseburger fans.  Looks like BK is slowly going to jack up their prices across the board.  It must be good to be the King.

7 Responses to “BK Cuts the Cheese in $1 Double Cheeseburger”

  1. 1
    Dan Says:

    Hi
    I JUST WANTED TO SAY THAT THIS IS THE SAME THING THAT MCDONALDS DID AND I WAS NOT HAPPY WITH THEM WHEN THE DONE IT AND I CAME TO BUGER KING FOR THE DOUBLE CHEESE AND KNOW YOU ARE DOING THE SAME THING SO I WILL HAVE TO GO BACK TO MCDONALDS BECAUSE I LIKE THERE FRIES BETTER THAN BURGER KINGS. I WOULD HAVE STAYED WITH BUGER KING FOR THE DOUBLE CHEESE BUTY NOT FOR A SINGLE.
    THANKS DAN

  2. 2
    Fred Says:

    well i work at burger king so i knew most of this. but its not quite as cut and dry as this article makes it seem. the price of all the ingredients that go into sandwiches steadily rises each year. so we must raise the price to continue the profits.

  3. 3
    ButtMunchBurgerBoy Says:

    1. As much as BK makes overall, this is pretty sad. Most items, soda pop especially, is so jacked up over what they spend to provide it that they come off as a bunch of crybabies.

    2. I guess $1.20 is not much worse than $1.00. It is a bigger, better burger than $1.00 burgers elsewhere.

    3. Keep the $1.00 32oz pops. If you stop that…I’m seriously going to stick with McD’s.

  4. 4
    Rob Says:

    Guaranteed they changed the price specifically on 420 for the stoners naw what im sayn?

  5. 5
    Carie Says:

    Sorry personaly, i find the MCD”s ones a lot better, they have a lot more flavore and there never dry like the ones i get at BK, now if they had more flavore, and didnt taste like smoke and cardboard i would eat there more often. Also all the other things on the menue are so over priced for what you get. Lower the prices and maybe i would like it more.

  6. 6
    Chris Says:

    I realize it’s over a year later but I just ate at BK last week and found that the Whopper Jr. hadn’t had a small increase, it had DOUBLED in price, from $1 to $2. Since when do companies justify a 100% increase in price? I’ll be skipping BK and eating elsewhere now.

  7. 7
    Wayners Says:

    It’s now 2013. I went to a BK for the first time in years. I went to make the BK equivalent of the McGangbang which is McDouble with an entire McChicken shoved in the middle. Cost was $2.20 with tax. At BK, the menu did not show the “BK Dollar Double”. They might still sell it but it’s not advertised on the menu. I got the Double Cheeseburger. $1.99. I got the Chick N Crisp $1.00. I got a medium soda. $2.19. The soda cup was huge and could only drink half of it and tossed the rest. Have to get the small. The Chick N Crisp was ok but less meat than the McDonalds McChicken. The double cheeseburger was ok, but twice the cost of the McDouble. Food took 10 to 15 minutes to receive and they weren’t very busy. Not going back to BK. Sticking with McD.

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