Burger King has dropped its plans to sell its iconic double cheeseburger for $1 in the US, after being defeated for a second time in a vote by franchisees. The chain had been trying to push the limited-time promotion, as it looks to attract customers away from rivals.

The initial proposal to sell the burger for $1 for four months was voted down by store operators last Wednesday, and on Friday, franchisees rejected a modified plan to run the offer for just six weeks this summer.

The franchisee rejection was linked to concerns that their profits would be hurt by the promotion, as the double cheeseburger costs about twice as much as the promotion price in many markets. Some franchisees had also expressed concerns that another significant discounted sandwich would encourage even more trade down from higher-priced items.

NamNews - Wednesday 15th July 2009

 

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