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Burger lovers, make way for Big King

MIAMI — MIAMI -- In the mood for two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun?

Soon, you'll get it your way at Burger King.

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In a move designed to steal market share from arch competitor McDonald's, the Miami-based fast food company will launch its own version of McDonald's flagship Big Mac sandwich this fall.

Tentatively named The Big King, the new sandwich will be the company's first new menu item since it launched the Broiler chicken sandwich in March 1990. The double-decker burger has been tested nationwide during two years under the name Double Supreme.

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This offering is just the latest volley in the ever-escalating battle of the burgers.

According to analysts, McDonald's is planning its own attack. The No.1 burger chain has a version of the Whopper sandwich in testing. McDonald's had expected to launch its Whopper wannabe this fall, but a company reorganization has put that plan on hold.

"Obviously, these guys are desperate to get business away from each other," said Ron Paul, president of Chicago fast food consulting firm Technomics.

Pub Date: 8/01/97


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