"It is our belief that the dollar double cheeseburger is the most powerful weapon our competitor has, to continue their growth and steal disproportionate share from the category," a note emailed to Burger King employees and franchisees from the company's chief marketing officer said in disclosing the test, according to the Journal.
NEW YORK (Reuters) - Burger King Corp <BKC.N>, the world's No. 2 hamburger chain, plans to test a $1 double cheeseburger that would challenge one of industry-leading McDonald's Corp's <MCD.N> best-selling items, the Wall Street Journal said Wednesday in its online edition.
"It is our belief that the dollar double cheeseburger is the most powerful weapon our competitor has, to continue their growth and steal disproportionate share from the category," a note emailed to Burger King employees and franchisees from the company's chief marketing officer said in disclosing the test, according to the Journal.
Burger King said it will feature a larger double cheeseburger than McDonald's at a heavily discounted rate in three unidentified U.S. markets early next year, the Journal said.
Representatives of Burger King could not immediately be reached for comment.
!ADVERTISEMENT!McDonald's, the world's largest restaurant company, has outperformed many other restaurant chains and retailers this year, with breakfast items and new menu choices like chicken snack wraps doing well in the United States, and extended restaurant hours helping in Asia and Australia.
Earlier this month, Burger King said its results were boosted by new chicken sandwiches on its menu, expanded store hours, and marketing promotions featuring the Simpsons and Transformers.
(Reporting by Justin Grant; Editing by Valerie Lee)
