Burger King Rethinks Price Strategy In Fast Food Wars

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NEW YORK – Burger King is getting ready to shake up the fast food wars by embarking on a ‘value-pricing’ strategy to compe… Word of the new tact comes as fast food industry sources speculated that BK marketing chief Sid Feltenstein will leave the company by the end of the year. Feltenstein is a strong supporter of D’Arcy Masius Benton & Bowles, which handles the lion’s share of BK’s $160 million account and which prepared the new marketing effort breaking next month.

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