The Checkers/Rally’s chain said it aims to start a “wiener war” with the burger giant, having taken out a tongue-in-cheek ad in USA Today to assert itself as the master of the hot dog realm.
For a limited time, Checkers/Rally’s will offer hot dogs for half their usual price, undercutting Burger King’s price tag of $1.99.
“We’re ready for the fight,” Rick Silva, CEO of Checkers/Rally’s, said in a statement. “We’re a proven brand that’s getting bigger every day because of our dedication to flavor and value.”
Burger King said that it would soon offer two versions of a flame-grilled hot dog in its U.S. restaurants, spurring other hot dog sellers to respond.
C-store chain 7-Eleven issued a hot dog “bill of rights” in which it declared it wouldn’t let “any King threaten that juicy, American liberty by limiting the people to just two predetermined menu options.”
The battle is reminiscent of the recent value wars being waged by Wendy’s, Hardee’s and other major burger chains.