Some analysts felt that Burger King may have cannibalized its existing sales by putting too much emphasis on value meals. For example, Burger King franchisees sued the company in 2009 over the firm’s double-cheeseburger promotion, claiming that it was unfair for them to be required to sell these cheeseburgers for only $1 when they cost $1.10. Even though the price was subsequently raised to $1.29, the items on Burger King’s “value menu” accounted for 20% of all sales in 2010, up from 12% in 2009.