The Burger Wars Get BiggerThe Burger wars are heating up.

On Tuesday, Burger King introduced its latest menu offering: the Big King The alpha male product is bigger than the whopper and is a way of giving meat lovers what they want, while also giving a noogie to McDonald’s.

It’s the most recent indication that the stakes for the nation’s largest burger chains seem to be rising at a time when the rewards are actually falling. Fast-food isn’t doing particularly well. The vast industry, which relies on low wages, low prices, and a low-quality dining experience just isn’t working the way it used to. During the recession and the recovery, fast-food more than held its own because of its sheer cheapness. People traded down from fast casual to quick service.

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