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Fast-food smackdown: Burger King adds fries with that

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AP PHOTO/BURGER KING Enlarge Image

NEW YORK -- Burger King says it will start offering a "French Fry Burger" for a buck as it looks to fend off McDonald's aggressive push for its Dollar Menu.

The Miami-based chain says the burger will be available Sept. 1 through the fall as it looks to drum up sales and customer interest with cheap new concoctions.

The burger, which clocks in at 360 calories and 19 grams of fat, is a relatively novel offering but doesn't require any extra investment from Burger King; it's basically a standard beef patty topped with four of the chain's french fries.

The offering comes as fast-food chains jump through hoops to get customers through their doors, in large part by heavily promoting their cheapest eats.

McDonald's in particular has stepped up advertising for its Dollar Menu, which now features its Grilled Onion Cheddar Burger and a more substantial McDouble, which has two patties and a slice of cheese.

That forced Burger King and Wendy's to adjust their tactics earlier this year to stress value more clearly as well. Burger King, for example, has offered any two sandwiches for $5 and a Junior Whopper for US$1.29.

It's not clear whether the strategy will pay off for the chains or what impact it could have on eroding profit margins over the long term.

In the latest quarter, Burger King said its sales at North American restaurants open at least a year slipped 0.5 per cent. Wendy's reported an anemic 0.4 per cent rise. McDonald's reported a one per cent increase for U.S. restaurants.

 

-- The Associated Press

Republished from the Winnipeg Free Press print edition August 28, 2013 B4

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Updated on Wednesday, August 28, 2013 at 6:37 AM CDT: fixes headline

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