BurgerFuel wins price war by not taking part
posted on 14th December 2013
BurgerFuel has announced record worldwide sales of $30 million in the six months to the end of September and says its brand has proved resilient to discounting by other burger chains. As ex-McDonald's and now BurgerFuel director Al Dunn told us in this article in 2009, 'Stay away from a price war or you'll get dragged into the commodity business and margins will evaporate.'
Chief executive Josef Roberts said BurgerFuel had not been dragged into the price war between its larger competitors. Amid an ultra-competitive fast food environment, McDonald's and Burger King have been offering burgers for as little as $2.
"We've kept away from that [discounting] and we've grown sales strongly while all of that's been going on," Roberts said. "It's become apparent that we are positioned away from the multi-nationals."
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