Burger King has begun selling a five-item meal for $4 on January 5, a deal that marks its answer to the recently-launched McDonald’s McPick 2 and Wendy’s 4 for $4 deals.

The new Burger King promotion includes a bacon cheeseburger, small French fries, small drink, 4 piece chicken nuggets and a warm chocolate chip cookie. The fast-food chain and its rivals all acknowledge they are aggressively pursuing value-conscious customers looking for the cheapest of the deals. Burger King officials did not say how long their promotion will last.

Alex Macedo, president for Burger King in North America, said the promotion builds on the company’s “strategy of bringing people into our restaurants with great tasting food at an accessible price point”.

The new deal comes as McDonald’s on January 5 launched its McPick 2 promotion, which allows customers to choose two of the following items for $2: McChicken, McDouble, mozzarella sticks, and small French fries.

Wendy’s beat their burger rivals to the punch last year when the Dublin, Ohio-headquartered chain introduced its 4 for $4 deal that includes a junior bacon cheeseburger, 4 chicken nuggets, small fries and a drink.

It’s not just the fast food burger giants that are fighting for customers looking for lots of food for little money.

On January 4, Pizza Hut launched a seven-item value menu in which each item is $5 if the customer purchases two or more. The menu options includes one-topping medium pizzas, eight boneless wings, pasta, double order of breadsticks, chocolate chip cookie pizza, brownies, and four Pepsi beverages.

McDonald’s is initially testing its McPick 2 for five weeks, but has already expressed confidence that it will be a winner in driving sales. Company officials downplay concerns that customers will trade down for cheaper items and depress overall sales.

“So far in the tests, we have done  we haven’t seen that,” McDonald’s chief marketing officer Deborah Wahl told reporters ahead of the launch.