VALUE MENUS COST OPERATORS DEARLY. (cover story)

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    • Subject Terms:
      BURGER King Corp. ; MCDONALD'S Corp. MCD
    • Abstract:
      The article reports that the so-called "value menus" offering products for under $1 marketed by fast food restaurant chains including Burger King and McDonald's are hurting the finances of individual restaurant franchise owners. Rising food prices mean that the more popular the lower-priced items become with consumers, the less money the restaurant makes. A Burger King operator in New York City blamed his business failure on the value menu. INSET: Belly up to the Whopper Bar.