Burger King is rumored to have plans in the works to introduce a “premium burger” in select London upscale neighborhoods and suburbs. The sandwich will be made from top-quality Kobe beef from Japan and topped with foie gras, a French delicacy, and a gourmet blue cheese.

Here’s the kicker. The sandwich will cost a startling £85 (or $170).

Even though the proceeds of the sandwich will be donated to charity, the burger is not likely be a hot seller. It’s probable that he offering an attempt to enhance the brands’ overall perception of quality.

Dan Ariely, author of Predictably Irrational, thinks that the high-priced burgers could also increase customers willingness to spend money on the usual low-priced offerings.

It will be interesting to see how this turns out (if it turns out at all).

I know exactly what Jack Trout is saying about Burger King right now, “Sorry Marketers, You Can’t Go Up.”

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What do you think?

Premium idea, or premiumly ludicrous ploy?