Burger King Announces New Burger Line-Up

Burger King Corporation announced it is rolling out a new promotional Triple Cheeseburger and discounting its Single Cheeseburger and Double Cheeseburger line to offer products for every size appetite at great value to consumers. The promotion begins on January 29 at participating U.S. restaurants, and features price points of 49 cents, 99 cents and $1.49, respectively for the Single, Double and Triple Cheeseburger. The generally recommended price point in company-owned restaurants for the Cheeseburger is 99 cents and $1.89 for the Double Cheeseburger.

This is the first time ever that BURGER KING® restaurants nationwide have offered the Triple Cheeseburger, a new burger build with three 2.4 ounce burger patties and three slices of American cheese along with mustard, ketchup and pickles. The Triple Cheeseburger will be available only during this promotion, which runs through February 25.

"Our goal is to continue offering our customers added value and new ways to enjoy our great-tasting burgers," said Stefan Bomhard, senior vice president, USA marketing for Burger King Corporation. "Now, with the new Triple Cheeseburger, we can offer them an extremely tasty and filling sandwich that offers three slices of consumers' favorite topping -- cheese!"

Single, Double and Triple Value Meal combinations offer customers "meals for every appetite" as each meal features different sized ancillaries. The Single Cheeseburger Value Meal, which includes small French Fries and a small drink, will be offered at the recommended price of $1.99; the Double Cheeseburger Value meal, which includes medium French Fries and a medium drink, will be offered at the recommended price of $2.99; and the Triple Cheeseburger Value Meal, which includes King Size French Fries and a large drink, will be offered at the recommended price of $3.99.

The four-week nationally advertised promotion will be supported with in- Restaurant merchandising as well as general market television spots created by Lowe, Lintas & Partners; African-American spots created by the UniWorld Group and Hispanic spots created by Bromley Communications.

Burger King Corporation created the American icon, the HOME OF THE WHOPPER®, in 1957. The company and its franchisees operate more than 11,340 restaurants in all 50 states and 57 countries and international territories around the world, with more than 92% o BURGER KING® restaurants owned and operated by independent franchisees. Since the company's founding in Miami in 1954, the BURGER KING® brand has become recognized for great flame-broiled taste and HAVE IT YOUR WAY® food customization. In fiscal year 2000, the BURGER KING® system had system-wide sales of $11.4 billion. Burger King Corporation is a part of Diageo (NYSE: DEO), the international food and drinks company that includes such brands as Pillsbury, Haagen Dazs, and Guinness.