Burger King is counting on a $1 double cheese-burger promotion to boost sales and traffic during the economic downturn. But franchisees argue that it’s hurting their profits.
MiamiHerald.com:
Alexis Parrish treated herself to two $1 double cheeseburgers for lunch Thursday at a Miami Burger King.
But Parrish, a 20-year-old art student, didn’t buy any soda or fries because she was looking to conserve both cash and calories.
“This is a good promotion,” said Parrish, a Lauderhill resident, who just started a retail job after more than six months out of work. “I used to pay over $2 for the same thing.”
That’s not what the Miami fast-food chain wants to see. Burger King is pulling out all the stops with an aggressive $1 double cheeseburger promotion launched earlier this month as a way to help combat falling sales.
Burger King on Thursday blamed high unemployment for its disappointing first-quarter performance, which didn’t meet analysts expectations. The company earnings dropped 6 percent to $46.6 million or 34 cents per share, compared to $49.8 million or 36 cents per share during the same period last year.
