Malcolm Bedell
Have you noticed the degree to which fast food restaurants have been upping the ante on their value menus? Why, back when we were young sprouts, the “value menu” at a fast food restaurant meant sub-par, stripped down versions on the regular menu that were only mildly desirable, though admittedly a great deal. Single cheeseburgers with dehydrated onion pellets, 4-packs of chicken nuggets calorically insufficient to feed even the smallest, least significant of children, plain bean paste goop burritos; these were the items you’d find in the realm of the value menu, as recently as a few years ago.
Now? Companies like Carl’s Jr. (or Hardee’s, depending on where you live) are stepping up their collective value menu games to previously unheard of heights. Example? The new Jalapeño Double Cheeseburger, available for a limited time at Carl’s Jr./Hardee’s restaurants nationwide, for just $2.49.
The Jalapeño Double Cheeseburger features two char-broiled hamburger patties, five slices of jalapeño, two slices of Pepper Jack cheese, something called “Santa Fe Sauce,” lettuce and tomato on a soft, classic-style bun. Via Business Wire:
“In most quick-service restaurant chains’ value burgers, there is no flavor, but our Jalapeño Double Cheeseburger packs a flavorful punch with its spicy combination of Jalapeños and Santa Fe Sauce,” said Jason Marker, chief executive officer for Carl’s Jr. and Hardee’s. “I dare anyone to try this burger and not say ‘wow’ – it tastes incredible and is an amazing value at just $2.49.”
The burger does look amazing, and at under three bucks, really looks like it puts the “value” back in “value menu.” We’re anxious to see how this inspires other chains; if we’re on the verge of a new “value menu war,” with every quick-service restaurant trying to top each other in terms of creativity, quality, and pricing, we all reap the benefit.
