Burger King Worldwide Inc. (BKW)’s 15-cent chicken-nugget deal, one of the highest-profile examples of price wars in the fast-food industry, is ending after the company ran low on supplies.
The burger chain, which began offering a 10-pack of nuggets for $1.49 on Oct. 6, said it plans to revert to the old $2.99 price at the end of this week.
The special “performed well, in line with our expectations,” Eric Hirschhorn, chief marketing officer for North America, said in an e-mailed statement. “We are quickly selling through our promotional supply.”
The fast-food industry is relying more heavily on discounts as competition mounts and consumers flock to newer options such as Chipotle Mexican Grill Inc. (CMG) Taco Bell introduced a $1 menu nationwide in August, and McDonald’s Corp. (MCD) is selling a 20-pack of McNuggets for $5. In lieu of the nugget deal, Burger King has started advertising a new four-cheese Whopper burger.
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