Burger King just announced its launching a revamped dollar menu that will hit restaurants nationwide on Dec. 28.
According to CNN, the new “$1 Your Way Menu” will include only four items: A bacon cheeseburger, the Chicken Jr. sandwich, value fries and a value soft drink.
“Unlike other value menus, all items on Burger King’s newly unveiled menu are $1 a piece — that’s it,” the company said in a statement, according to CNN, while throwing a little shade at its competitors.
FoodandWine reports that fast-food chains typically unveil their new value menus at the start of a new year when customers are recovering from holiday spending. With the pandemic forcing many Americans to limit spending throughout the year, Burger King decided to launch their new value menu earlier than expected, potentially getting a jump on the competition.
Ellie Doty, Burger King North America’s chief marketing officer, recently told Business Insider:
When we think about what might resonate with our guests at any given time of year, setting aside the macroeconomic times, we heavily consider how they’re thinking and feeling—what’s going on in our guests’ lives that we might be able to be a solution...When we promote a value menu or launch $1 Your Way menu, being sensitive to when that might be most useful to our guests is definitely top of mind.
The company is reaching out to some customers directly as part of a unique promotion strategy for the new menu. To help get the word out, Burger King has been surprising individuals by depositing one dollar into their Venmo accounts:
While these unsolicited microtransactions left recipients confused for a few days, the fast-food company cleared the air on Monday with a tweet: