Burger King Escalates Burger Battle in USA with $1 Rodeo Sandwiches Offer; Opens Restaurants in Sri Lanka

Miami, Florida, USA-headquartered Burger King Worldwide, Inc. has announced that it is introducing its new King Deals Value Menu including new Rodeo Sandwiches with the Rodeo Crispy Chicken and the Rodeo Burger for just $1 each at restaurants in the United States.

This comes at a time when archrival McDonald's has raised prices on some of its former Dollar Menu items, as part of its new Dollar Menu & More campaign. Five new burgers, priced from $1 to $2, are being promoted by McDonald's, with the McDouble Cheeseburger now selling for $1.29 at outlets in northern New Jersey.

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Another major burger chain, Wendy’s, recently added a Spicy Chipotle Jr. Cheeseburger and Spicy Chipotle Crispy Chicken sandwich – both priced at 99¢ – to its Right Price, Right Size value menu.

At Burger King restaurants throughout the USA customers can choose between two different Rodeo Sandwiches: a crispy chicken fillet or a fire-grilled beef patty topped with sweet and spicy BBQ sauce and onion rings served on a toasted, sesame seed bun for a buck.

“We’re launching the new King Deals Value Menu, including classics and new favorites like the Rodeo Sandwiches, all starting at just $1,” said Eric Hirschhorn, chief marketing officer for the North America market. “We’ve seen an incredible response from our guests with our $1 menu items, and we want to continue creating great tasting products that don't sacrifice on taste.”

The King Deals Value Menu also includes Chicken Nuggets, Spicy Crispy Chicken, a Double Cheeseburger, Bacon Cheeseburger, Crispy Chicken Wraps and new items to become available throughout 2014.

Meanwhile, elsewhere in the world, Burger King has announced the opening of three restaurants in Sri Lanka by the brand’s new master franchisee, Softlogic Restaurants (Pvt) Ltd, which is a subsidiary of Softlogic Holdings PLC. These restaurants, the first in Sri Lanka, opened on December 28, 2013, and are located in Rajagiriya, Mount Lavinia and Colpetty.

"Establishing the Burger King brand’s presence in Sri Lanka exemplifies a commitment to strengthen our global restaurant portfolio," said Elias Diaz Sese, president, BK AsiaPac Pte. Ltd. "We believe that Softlogic has the business knowledge to build a strong brand presence in this market and we look forward to offering the same flame-grilled flavor guests know and love at Burger king restaurants."

Over the next few months, Softlogic will work together with BK AsiaPac Pte. Ltd. to expand its supply chain infrastructure in Sri Lanka and execute a rollout plan to establish additional restaurants across the country in 2014.

Founded in 1954, Burger King is the second largest fast food hamburger chain on the planet, operating in over 13,000 locations serving more than 11 million guests daily in 91 countries and territories worldwide.