Burger King turns up the heat in value menu competition

02/18/2013 | Wall Street Journal, The

Burger King Worldwide announced that it will temporarily put the Whopper Jr. on its value menu in an effort to compete with low-cost options at McDonald's and Wendy's. "We need to be more aggressive on the value side," said Steve Wiborg, head of Burger King's North America business. In addition to its low-cost items, Burger King has increased profits and sales by adding premium options, such as salads and smoothies, and is planning to expand its presence abroad.

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