With 15-cent nuggets, BK goes for value in bulk

Burger King is cutting the price of chicken nuggets to about 15 cents each when ordered in batches of 10, the latest instance of a big quick-service chain stressing value in high-volume orders.

Some McDonald’s restaurants are touting a “dinner box” usually consisting of 10 McNuggets, two Big Macs, two cheeseburgers and four orders of fries, priced around $10.

Taco Bell is currently promoting a Big Box meal in conjunction with a Sony PS4 game-system giveaway. The Big Box comes in two versions, each featuring three entrée-type items and a soda. It’s also spotlighting a football-themed 12-taco pack.

Burger King said its 10-nuggets-for-$1.49 deal is a limited-time offer.

“We wanted to offer our guests an aggressive deal rivaling anything our competition has ever done,” said Eric Hirschhorn, the chain’s CMO for North America, said in a statement.

The promotion is consistent with BK’s efforts to offer short-term customer lures without forcing restaurants to add products or ingredients.

It is also in line with a shift in focus to chicken and other proteins by almost all the major quick-service burger chains. Wendy’s is touting pulled pork, while McDonald’s latest menu addition is a chorizo burrito that uses spiced chicken in place of pork chorizo.


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