A Different Kind of Price War

As McDonald’s, Burger King and others continue to fight each other over the prices for their value meals and burgers, which appear as if they're getting cheaper and bigger with each new television commercial. But Super Duper Burgers in San Francisco is defining value on its own terms. With a double meat cheeseburger that sells for $8.50, Super Duper has customers waiting in line and was named the regional fast-food chain leader as the "tastiest cheap eat" in a 2016 reader's choice awards competition.

Super Duper has 10 locations now, with hopes to expand to 50 locations in the Bay Area alone. The beef is ground fresh daily, and its slogan is “Fast food burgers. Slow food values.” 

The restaurants website proudly proclaims that “Burgers Shouldn’t Cost $3!"  Super Duper goes on to say that its "fresh, quality produce, meat, dairy and buns, sourced from partners located just miles from our restaurants, are the ingredients to making the perfect burger. This commitment to creating the best possible food for our guests affects the price, and the higher cost is a direct reflection of our promise of creating fast food burgers using slow food values." 

It also offers free house-made pickles and have a commitment to sustainability. Even better, their packaging is 100 percent compostable. The restaurants have no trash cans – just recycling and compost bins. Super Duper is committed to local – for its foods as well as commitment to only using local designers, sign painters and artisans.

A lesson for us all to remember that cheap food doesn’t necessarily build a brand.