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Company News

Burger King to test $1 double cheeseburger

A Chinese customer eats a burger at a new outlet of Burger King in Shanghai June 27, 2005. Burger King Holdings Inc, the world's second largest hamburger chain, plans to test a $1 double cheeseburger in a bid to boost traffic, the company said in a statement on Wednesday. REUTERS/Ming Ming

ATLANTA (Reuters) - Burger King Holdings Inc, the world’s second largest hamburger chain, plans to test a $1 double cheeseburger in a bid to boost traffic, the company said in a statement on Wednesday.

Burger King, which competes with the largest hamburger chain, McDonald’s Corp, said initially it plans to offer the $1 double cheeseburger in three markets, and has no plans to include the item in its current value menu.

“The test explores whether this new item drives incremental sales traffic and creates a significant sales lift,” Burger King said in the statement sent to Reuters. “If these market tests are successful, the item may be made available to other regions, but as a limited time offer.”

McDonald’s has outperformed many other restaurant chains and retailers this year, with breakfast items and new menu choices like chicken snack wraps doing well in the United States, and extended restaurant hours helping in Asia and Australia.

Earlier this month, Burger King said its quarterly results were boosted by new chicken sandwiches on its menu, expanded store hours, and marketing promotions featuring the Simpsons and Transformers.

Reporting by Karen Jacobs in Atlanta and Justin Grant in New York; Editing by Carol Bishopric

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