Fast food is generally also cheap food, that's what gave chains like McDonalds their appeal... so why would Burger King deviate from that by launching a $166 cheeseburger? Specifically, the £85 Kobe beefburger.
Maybe offering a slab of fancy shmancy Japanese luxury beef topped with foie gras and blue cheese was their way of competing with McDonalds who recently went higher end by offering fancy espresso drinks at the new McCafes and dressing staff in fancier uniforms.
Check out some more burgers:
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