(Reuters) -Restaurant Brands International-owned Burger King is launching its own $5 meal deal ahead of McDonald’s, Bloomberg News reported on Thursday, citing an internal memo, as burger wars heat up.
U.S. fast food chains are in a tussle to attract customers at a time when cost-of-living crisis has forced them to eat more meals at home, prompting companies to turn their focus on offering better promotions and deals to improve traffic.
Burger King’s deal would include a choice of one of three sandwiches with nuggets, fries and a drink, according to the report.
Franchisees had voted in early April to approve the deal, the report added.
Burger King plans to run its offer for several months, the report said, citing the memo. Meanwhile, McDonald’s promotion would run for about a four weeks, Bloomberg News had reported earlier.
Besides the $5 “Your Way Meal” the Burger King chain is testing two other value platforms that could be ready in the second half of the year, according to the report.
Earlier in May, McDonald’s U.S. franchises were considering launching a $5 meal deal, a source familiar with the matter told Reuters.
Other burger chains are also ramping up their promotions, with Wendy’s announcing a $3 breakfast meal deal earlier this week.
McDonald’s missed profit estimates for the first time in two years in its latest quarter, with the company saying consumers turned “more discriminating with every dollar they spend”.
In contrast, rival Restaurant Brands topped Wall Street expectations for quarterly results, driven by a revival in demand at its Burger King outlets.
Restaurant Brands did not immediately respond to a Reuters request for comment.
(Reporting by Savyata Mishra in Bengaluru; Editing by Arun Koyyur and Shailesh Kuber)
