In the latest salvo in the on-going contest, Burger King it will sell its French Fry Burger for just $1 starting next month. The burger will be available at that price at least through the fall, the Associated Press notes.
The move is seen as a bid to attract counter arch-rival McDonald’s heavy promotion of its Dollar Menu.
Both Burger King and Wendy’s (WEN) have been compelled offer more low-priced menu items in response.
U.S. burger chains have seen waning sales. During the last calendar quarter, same-restaurant sales dropped 0.5% at Burger King and 0.4% at Wendy’s. By contrast, McDonald’s store sales rose 1% during the period.
As its name suggests, the French Fry Burger features four french fries on top of an otherwise ordinary hamburger. It contains about 360 calories and delivers 19 grams of fat. Earlier this year, Burger King began testing a turkey burger sandwich in an effort to lure more health-conscious consumers.
Shares of Burger King rose modestly in Wednesday morning trading.