Burger King to launch $5 meal deal amid fast-food value war

Burger King, which is owned by Restaurant Brands International, plans to revive its $5 "Your Way Meal" to entice customers in the face of a competitive fast-food landscape and rising cost-of-living pressure. A corporate representative confirmed the start on Thursday, citing an April agreement with franchisees.

As economic constraints force consumers to opt for more home-cooked meals, the fast-food industry is stepping up its attempts to entice them back. Burger King's new deal will launch ahead of a similar campaign by rival McDonald's. The meal bargain, which includes a choice of three sandwiches, nuggets, fries, and a drink, is set to last many months.

Burger King's approach comes at a vital timesince McDonald's is preparing a comparable $5 meal offer that will last around four weeks. Furthermore, Burger King is looking into two other value platforms that could come in the second half of the year.

The competitive push for discount packages is not limited to Burger King and McDonald's. Wendy's recently launched a $ 3-morningmeal deal, highlighting the industry's trend toward low-cost promotional offers.

This aggressive price plan comes after McDonald's missed earnings targets for the first time in two years, citing greater consumer caution in spending. In contrast, Restaurant Brands International has outperformed Wall Street projections, boosted by increased demand at Burger King locations.

As fast-food restaurants compete for customer loyalty despite economic difficulties, the development of value meals such as Burger King's $5 "Your Way Meal" demonstrates a deliberate emphasis on price and consumer appeal.

(With inputs from Reuters)