Lately, a nugget price war has erupted among fast food restaurants, as two of the biggest chains, McDonald's and Burger King, have strived to make prices of the famous chicken pieces lower and lower. Currently, Burger King's leading the nugget price war: for at least a short time in their United States market, each nugget will be costing 15 cents.
The nugget price war comes at a low point in the fast food world: the biggest company of its type, McDonald's, which is franchised in all continents across the world, saw its worst numbers in the last decade just last August.
According to the Chicago Tribune, it seems that consumers these days are taking a jump and changing from traditional fast food joints to more fast-casual dining type of restaurants, such as Chipotle Mexican Grill. Due to this new crisis, classic fast food restaurants have gone on a nugget price war, among the different strategies to entice customers back to their venues and away from those that have been growingly taking up their traditional customers in the past few years.
While the nugget price war has been the most noticeable of these strategies, the different fast food chains have been making a real effort in lowering their prices to entice more customers.
The target for this new business strategy is evidently those with lower income, who are on a budget and therefore cannot spend a great deal of money in their casual dining.
Burger King released a statement saying that currently, a 10-piece chicken nugget order will cost $1.49 since last Monday, for a limited time in the U.S. This is a direct competition to a McDonald's deal that sells 20 chicken McNuggets for $5 (which is to say, 25 cents apiece), plus a new $2 jalapeno burger. Also, Burger King has recently offered a two-sandwiches-for-$5 deal.
