Big Mac Vs. Big King -- Let the Burger Wars Begin
Burger King has reintroduced the Big King, a once limited-time item that is now here to stay.
It has two all-beef patties, special sauce, lettuce, cheese, pickles, onions, and a sesame seed bun.
Only this time it’s not the McDonald’s (NYSE:MCD) Big Mac.
It’s Burger King’s (NYSE:BKW) Big King.
According to CNBC’s Jane Wells, who conducted an on-camera taste test, the two sandwiches are not the same. With the Big King, Wells said, “You can taste the flame broiling and the onions more.”
Is McDonald’s worried? Spokeswoman, Lisa McComb told The Associated Press in an email, “We’re focused on our business and our customers.”
Not that it matters, at least from a legal viewpoint. Consumerist noted, “There’s no trademark on how you assemble a sandwich.”
The Big King isn’t new. It first came out in 1997, according to Consumerist, but without the middle bun. It was also a limited-time menu item then. Now Burger King says the Big King is here to stay along with several other menu items that seem borrowed from its much larger rival. Items like fruit shakes, snack wraps, a rib sandwich, and even specialty coffee beverages according to The Associated Press.
It’s all part of the ongoing battle between fast food and fast-casual chains for dining dollars.
For companies like Burger King, adding the imitative Big King reflects what The Daily Beast calls fast food’s “Moms and Bros” strategy. It’s described as an effort to appeal to both higher-end consumers (Moms) as well as core customers (Bros) going for big sandwiches and tasty fries.
On the one hand, there are sandwiches like the Big King and Big Mac, on the other, snack wraps and Burger King’s new “Satisfries” with 40 percent less fat and 30 percent fewer calories than the standard fare.
So far, the strategy hasn’t been an overwhelming success. The Daily Beast pointed out that as the economy has improved, consumers have been spending their dining-out dollars at fast-casual eateries, like Chipotle (NYSE:CMG) or Noodles & Co. (NASDAQ:NDLS) over McDonald’s, Burger King and others in the fast-food space.
Because of this, McDonald’s third quarter, US same-store sales were up only 0.7 percent from a year ago. Burger King sales actually fell 0.3 percent and the company was forced to close 13 restaurants in the same period.
Below, find some more great ETF and market content from Benzinga:
Common Grounds: McDonald's Enters the Bagged Coffee Market
Google Is Now Tracking and Reporting Your Buying Habits
Did Twitter Make a Huge Mistake Pricing Shares at $26?
Benzinga Pro covers this and all market news in real time. Get your free trial here.
The information on this website solely reflects the analysis of or opinion about the performance of securities and financial markets by the writers whose articles appear on the site. The views expressed by the writers are not necessarily the views of Minyanville Media, Inc. or members of its management. Nothing contained on the website is intended to constitute a recommendation or advice addressed to an individual investor or category of investors to purchase, sell or hold any security, or to take any action with respect to the prospective movement of the securities markets or to solicit the purchase or sale of any security. Any investment decisions must be made by the reader either individually or in consultation with his or her investment professional. Minyanville writers and staff may trade or hold positions in securities that are discussed in articles appearing on the website. Writers of articles are required to disclose whether they have a position in any stock or fund discussed in an article, but are not permitted to disclose the size or direction of the position. Nothing on this website is intended to solicit business of any kind for a writer's business or fund. Minyanville management and staff as well as contributing writers will not respond to emails or other communications requesting investment advice.
Copyright 2011 Minyanville Media, Inc. All Rights Reserved.