Why is it that for a standard meal, Burger King seems to be so much more expensive than other comparable fast food outlets?
Compared to the usual competition in the UK, McDonalds and KFC, it just seems that for what you get, it always seems to cost more.
On the cost front, let’s look at a few comparisons.
Prices quoted are those at my local fast food outlets in August 2013. These are UK restaurants. Also, they are standard restaurants in out-of-town retail parks, not motorway services versions, airport versions or anything extortionate like that.
Burger King: Bacon Double Cheeseburger Meal (standard size) including fries and a drink
McDonalds: Big Mac Meal (standard size) including fries and a drink
KFC: Fillet Burger Meal (standard size) including fries and a drink
I know it’s not exactly comparing like with like, as each fast food company has their own unique foods and menus. Also there will be a range of price points for different menu items and combinations, some will be higher, some will be lower, but I think it’s a fairly decent approximation of reasonably equivalent meals.
So, KFC and McDonalds are around the same price, give or take a few pence. But Burger King is around a pound more expensive for an equivalent meal!
Or to quote it another way, Burger King are around 20% more expensive for a comparable meal!
I am sure Burger King would try to point to the quality of their ingredients, authentic flame grilled taste, etc, etc. But still, 20% more expensive seems a little strange don’t you think?