Demand Elasticity - we should consider this economic concept in order to see if selling this burger at a $1 price will actually increase demand. Opportunity cost - we should consider this economic concept because by selling the burger at this price you are assuming a loss of $0.10 on average on this product. However, if this decrease in price causes traffic to increase by 20% as mentioned on the case, then there is a high probability that the customers will not limit themselves to only that product once they visit the restaurant, so eventually, there will be an increase in revenue. Substitutes and Complements - we should consider this economic concept in assessing the debate over the $1 double cheeseburger since most fast-food customers will always buy a burger with complements such as fries and drinks. As a result, a decrease in the price of the burger (to $1) can increase the demand for french fries and drinks at Burger King which will cover the $0.10 loss of the $1 double cheeseburger