Fast food franchise Burger King has announced that it will drop the price of its 10-chicken-nugget menu item to $1.49.
"With the growing consumer demand for chicken menu items, we wanted to offer our guests an aggressive deal rivaling anything our competition has ever done," the company's North America Chief Marketing Officer Eric Hirschhorn said, according to Market Watch.
"Burger King has never been one to be chained to the historical, conventional rules of the restaurant industry. Value is important to our guests, and we wanted to give them a limited time offer that was truly unbelievable."
The menu item change has been speculated as a response to McDonald's historical domination over chicken nuggets in the fast food industry-Golden Arch franchises charge over $5 for 20-piece nuggets while Burger King will now charge just over $3 for the same quantity.
Some speculate, however, that the price drop may negatively affect local Burger King franchises.
"There is a certain group of customers that are extraordinarily price-sensitive," financial advisor John Gordon said in a Chicago Tribune report.
"Hopefully you can keep those customers coming back -- the problem being that customers that are so motivated by very low-price items aren't very loyal."
Burger King, based in Miami, has launched a new branding campaign worldwide, advertising itself as the "Home of the Whopper."
