White Castle becomes latest restaurant to join value meal wars

[LAUREN TAYLOR]

HEAR THAT SOUND?

JUST LIKE HAMBURGERS ON THE GRILL — THE FAST-FOOD VALUE MEAL WARS ARE HEATING UP – WITH MORE AND MORE CHAINS SLASHING PRICES TO ATTRACT INFLATION-WORRIED CUSTOMERS WHO MIGHT BE THINKING OF DINING AT OTHER RESTAURANTS OR JUST STAYING AT HOME.

THE LATEST TO JOIN IN ON THE PRICE-DROP BANDWAGON – WHITE CASTLE – CUTTING THE COST OF ITS BURGERS BY MORE THAN 30 PERCENT. FOR A LIMITED TIME – THE OHIO-BASED CHAIN SELLING SHAREABLE SACKS OF 10 CHEESE SLIDERS FOR 7 DOLLARS AND NINETY NINE CENTS  — THAT’S LESS THAN 80 CENTS A BURGER. THE LAST TIME YOU COULD GET A WHITE CASTLE BURGER FOR THAT PRICE WAS IN 2011.

WHITE CASTLE VICE PRESIDENT JAMIE RICHARDSON TELLING THE NEW YORK POST, “CUSTOMERS ARE MAKING LEFTOVERS LAST LONGER AS FOOD PRICES HAVE GONE UP… WE ARE KNOWN FOR VALUE. WE ARE LEANING INTO IT MORE NOW.”

WHITE CASTLE FLIPPING ITS PRICES AT ITS 335 STORES TO COMPETE WITH THE COMPETITION – INCLUDING ITS LARGER RIVALS LIKE MCDONALD’S, BURGER KING AND TACO BELL WHO EACH HAVE UNVEILED A VALUE MEAL OF THEIR OWN.

AS MCDONALD’S FOUGHT BACK AGAINST WHAT IT CALLED “INACCURATE” REPORTING ABOUT ITS PRICING – THE COMPANY INTRODUCED ITS 5 DOLLAR VALUE MEAL WHICH INCLUDES A CHOICE OF A MCCHICKEN OR MCDOUBLE, AND FOUR-PIECE CHICKEN MCNUGGET, SMALL FRIES AND A SMALL DRINK.

AND IT’S STAYING AROUND THROUGH AUGUST — LONGER THAN ORIGINALLY PLANNED.

IN AN INTERNAL MEMO OBTAINED BY MULTIPLE OUTLETS, MCDONALD’S EXECS WROTE – “When our customers are ordering the $5 Meal Deal, they aren’t visiting the competition, and early performance shows this deal is meeting the objective of driving guests back to our restaurants.”

AND THAT COMPETITION ALSO BRINGING ON THE VALUE – BURGER KING’S FIVE DOLLAR YOUR WAY MEAL OFFERS THREE DIFFERENT SANDWICH OPTIONS , TACO BELL’S “LUXE CRAVINGS BOX” INCLUDES TWO DIFFERENT TYPES OF TACOS, A BURRITO, AND MORE FOR 7 DOLLARS  AND STARBUCKS’ PAIRING MENU GIVES CUSTOMERS THE OPTION OF BUYING A DRINK AND EITHER A BREAKFAST ITEM FOR FIVE OR SIX DOLLARS.

AND YES – OTHER CHAINS LIKE WENDY’S, POPEYES, JACK IN THE BOX AND SONIC HAVE ALL LAUNCHED NEW DEALS – BUT THESE COMPANIES NOW NOT ONLY HAVE TO COMPETE WITH EACH OTHER BUT

ALSO WITH RESTAURANTS FROM OUTSIDE THE FAST-FOOD SPACE.

“How is this Chili’s 3 for me just 10.99 when fast food is so expensive”

“Cause maybe we don’t have to pay for any mascots.”

“Please I was born for this. Please.”

“Never gonna happen.”

FAST CASUAL CHAINS LIKE APPLEBEE’S AND CHILI’S CALLING OUT THEIR FAST FOOD RIVALS — TRYING TO HOLD ON TO THEIR PLACE IN THE DINNER CONVERSATION OF COST-CONSCIOUS AMERICANS.

SO IT’S LOOKING LIKE THE WINNER IN THESE VALUE MEAL WARS ARE THE CUSTOMERS – UNLESS YOU PREFER TO EAT AT HOME – WHICH BRINGS US TO GROCERY PRICES – AND THAT’S A WHOLE OTHER TOPIC TO CHEW ON FOR ANOTHER TIME.

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