Great AP story the other day on the growing trend in fast-food, the double cheeseburger. I love (and agree) with the characterization of the double cheeseburger at McDonald’s as a “marquee” item…it always appeared like a pricing goof – but truth be told it was/is an economic bellwether.
Perhaps the most noticeable example of the more-food-for-less strategy is the appearance on more dollar menus of the double cheeseburger, long a staple of the regular menu and combination meals.
Unlike the value- and dollar-menu regulars, like a small order of fries or “junior” version of a larger burger, the double cheeseburger is a more marquee , and more expensive , choice at most fast food chains.
McDonald’s Corp., ahead of the curve on the value menu front, is the exception. Its double cheeseburger has been on the dollar menu since its introduction in 2003 and is one of the chain’s biggest sellers. McDonald’s touted the “everyday appeal” of the dollar menu in its most recent sales report.
Now a version of the double cheeseburger is appearing on value and dollar menus at the chain’s biggest competitors , Burger King Corp. and Wendy’s International Inc.