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Checkers & Rally’s hits BK in wiener wars


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Checkers & Rally’s ran this ad in USA Today to counter Burger King’s hot dog launch in late February.

“Hey Burger King. It’s time to compare wieners.” So declared the full-page ad in USA Today, in which Checkers & Rally’s shot back at Burger King after its national rollout of a $1.99 hot dog in February. Burger King’s hot dog launch is an “overpriced, late-to-the game idea,” in Checkers and Rally’s eyes. “We’ve been selling 100 percent beef hot dogs for over 30 years, in over 800 restaurants. We’re a good-sized chain, but when a big burger chain wants to jump into our backyard, we have to defend our turf,” says CEO Rick Silva. A plain dog at Checkers & Rally’s usually sells for $1, but they slashed that to 79 cents through March. Silva won’t specify numbers, but says “we’re selling twice as many as before” the ads and promotion began. Terri Snyder, chief marketing officer at Checkers & Rally’s, say the best part is the fun they’re having with the campaign. “People have been very, very clever. Just fun and really, really witty,” Snyder said. Don’t look for the wiener wars to die down any time soon. Burger King’s president told The Street that grilled dogs are not just a product launch for them, but rather “we are tapping into a new category.”

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