The $1 Menu Battle Continues and Consumers Win!

Most recently, Burger King entered the $1 burger battle with news that it would roll out a $1 double cheeseburger to all U.S. locations on Oct. 19. A few days later, Jack in the Box unveiled its new Bonus Jack Combo Meal, which features a double-patty cheeseburger along with a small order of fries and a small drink for the suggested price of $3.99.

The new offerings will compete with McDonald’s Dollar Menu, which includes the McDouble sandwich, and Wendy’s 99-cent specials, including its Double Stack, as well as the proliferation of premium burgers, like the Big Carl at Carl’s Jr., muscling their way onto fast-food restaurant menus as operators work to enhance their value messages with both low-cost and more upscale items.

As consumers continue to battle against recessionary pressures, not the least of which is rising unemployment, deals are crucial to winning customer traffic—even as restaurants question whether pervasive discounting will affect perceptions of quality, or spoil consumers to the point where low prices or value-driven deals will be required for the long term.

“Bottom line is, you are going to see significant discounting continuing in the Quick Service Restaurant industry,” said Alan Vituli, chairman and chief executive at Carrols Restaurant Group Inc., the largest Burger King franchisee, during the company’s latest conference call in August. “We believe that Burger King’s strong value proposition coupled with a renewed focus on value advertising can and should resonate with consumers in the current economic climate.”

According to research from The NPD Group, when consumers who had cut back on restaurant visits were asked what would entice them to go to restaurants more often, they listed discounts, coupons for a free item, more dollar menu items, a choice of price offerings and other cost management options. The largest percentage of respondents, 31 percent, wanted price discounts on regular menu items, while 24 percent wanted coupons for free items and 23 percent wanted $1 or 99-cent offerings.

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    She found my resume online and reached out to me. I had been in the market looking for the right next step in my career for several months and had been receiving calls daily from different recruiters so I didn’t expect anything magical to occur overnight. Allison called me, we chatted quickly about my work experience and she advised me she thought I’d be perfect for a client she was working with….and literally the next day I got a call for an interview with the client. The day after the interview, I was immediately offered a position consulting on insurance claim management. Allison was checking in with me each step of the way and made the transition from unemployed to working at a career I’m excited about in no time at all! I cannot thank her and Patrice & Associates enough for all their help!  

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    She was kind, informative, and very encouraging during the process of applying, interviewing, and finally accepting the position once it was offered to me. I have worked with several recruiters before and Liz was the most friendly and professional at the same time. She made me feel comfortable and also made me feel confident during the interview process. After only a few weeks, I now consider Liz a friend and would certainly recommend her to anyone who is in the looking in the labor market. Thank you Liz, I appreciate you as a person and a professional.

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    I am truly excited to start this new journey at this restaurant. I can honestly say I don't think I would have been able to pull this off without Jonathan Litt's help. He was more than professional but at the same time he was authentic and explained everything I needed to do to make things work. He definitely set me up for success. My confidence level wasn't what it used to be, but with his help he made me believe in myself. He encouraged me and believed in me as well. I will never forget his efforts. My appreciation for his work and dedication will always be remembered. From the bottom of my heart, thank you for allowing me to be a part of this process. I am forever grateful.

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    Latifah Walker

    Jonathan Litt set me up for success!
  • Recruitment & Hiring for Sales Jobs - Patrice & AssociatesRick Weaver is a pleasure to work with!

    Very helpful and professional! Goes out of his way for people!          

    Thank you for all you do!

    Ken M.

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    I love it at my new career and picture my future here. Rick was awesome in helping me choose where I need to be and how I had to get there. It took a lot of interviews and me turning jobs down because it wasn’t a fit for me. At my new career I’m in the right place!  

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    Rick Weaver is great!