DES MOINES, Iowa (AP) — Escalating their price war with McDonald's Corp., Burger King franchisees narrowly approved a proposal to put the Whopper hamburger on sale for 99 cents for a limited time in January.
The Miami-based company said Friday the move, which required backing from at least two-thirds of the franchisees, late Wednesday won 69.6 percent of the vote. Burger King had lobbied hard for the promotion, saying it was necessary to keep market share.
McDonald's is seeking to regain momentum at its 13,000 U.S. restaurants after months of disappointing sales. Burger King is struggling to meet performance goals critical to its pending sale to a private investor group by parent Diageo PLC.
Burger King officials have said they were forced to put the Whopper on sale to counter McDonald's Whopper-like Big 'N' Tasty burger, which sells for $1.
Plans call for the Whopper to be marked down to 99 cents for 17 days in January. The suggested retail price for a Whopper is $2.19, although the price varies by market. The Whopper promotion would follow a current sale of a double cheeseburger for 99 cents that expires Dec. 29.