The King is dead - Burger King in whopper trouble
When the McDonald's menu turned over a new leaf by offering salads, fruit and cappuccinos, and all manner of meat-free manna, plenty of folk dismissed it as a cynical tactic to appear more health-conscious and nothing more. Well perhaps it was, but it was also the smartest move they could have made; shares in McDonald's increased 12 per cent last year. You suckers.
But what about your second favourite burger joint, Wimpy Burger King? They decided to keep gunning for the meat lovers, and as a consequence they've suffered falling sales for the third quarter in a row, with their shares dropping by nearly a fifth in the past twelve months. Not that they're giving up without a fight. The first Burger King in Russia opened last month and in several locations across the US, BK are now serving up beer with their burgers. Stay classy.
Critics of the Burger King way of business are queuing up to tell them it's their own fault - for several years, BK has relied on the "super-fans" who accounted for half of all visits to the counter, eating out there more than nine times a month. These customers tended to be low-income consumers, and so the recession has seen their custom disappear.
Burger King did try and broaden their appeal with the introduction of The King, though the Wall Street Journal reported this week that plenty of consumers find him goddamn creep. So too much meat and a character you'd avoid in the street - why isn't this working for BK? Maybe a homoerotic confrontation in the bedroom will make it better: