Wendy’s is on pace to replace Burger King as the No. 2 hamburger chain in the U.S., and it owes much of its success to new, more upscale menu offerings like thicker, rounder burgers, fries with sea salt and salad with asiago cheese. But that’s nothing compared to what the company is doing in Japan. It’s pulling out all the stops with a price point that’s more haute cuisine than drive-through dining.
Is $6 too much for a fast food burger? Judging by how many quickly-served, higher-quality burgers are hitting the market lately selling for $5, $6, and up—strictly for the sandwich, not a whole meal—diners seem to be game for paying more for better, bigger burgers.
Call it the tapas solution: As consumers scale back on what they’re willing to spend dining out, restaurant chains are introducing menu options like mini-burgers and 4 oz. filet mignons ($3.50 and $10, respectively, at Houlihan’s). They may not totally fill up your belly, but they won’t break the bank either.
Well, it’s a must-eat only if you like ingesting this sort of thing, and only if want to pay just $1. In April, the price is going up.
And that’s after numbers dropped off due to the recession. In 2006, 18- to 34-year-old Americans—a group known as “super fans” who have accounted for half of all visits to some fast food franchises—ate burgers, fries, nuggets, and other drive-thru favorites almost 19 times a month.
Hardee’s and Carl’s Jr. restaurants are officially throwing down the gauntlet in an Angus burger faceoff with McDonald’s. And the two McDonald’s challengers are putting their money where their wide-open mouths are: Starting next month, any customer saying they prefer McDonald’s Angus offering can receive a refund on the Hardee’s or Carl’s Jr. Angus burger.
