After Burger King's hot dog ads debuted in Chicago, Houston, New York, San Francisco and other cities on February 23, the 800-unit Checkers & Rally’s chain countered with an ad in USA Today that was headlined: “Hey Burger King, It’s Time to Compare Wieners.” “When Burger King made their announcement, we laughed,” said Checkers and Rally's Executive Vice President & Chief Marketing Officer Terri Snyder in a statement. “We’re engaged in a fun, aggressive and provocative Wiener War with Burger King. And it’s a war we plan to win.”
Snyder noted that the Checkers & Rally’s all-beef hot dogs were half the price of Burger King’s, at the recommended 79 cents. Burger King was charging $1.99 for a regular dog and $2.29 for a chilidog.
Checkers & Rally’s also noted that it hot dogs had been on the brand’s menu for more than 30 years. It was even touting the hashtag #wienersmackdown.
“We’re ready for the fight,” said Checkers & Rally’s President and CEO Rick Silva.