Is Burger King Ready for a Comeback?

In 2011, Wendy’s became the number two burger chain (franchise operator) in the United States, dropping Burger King to the third position.
Now, Burger King is poised for a comeback — of sorts. Advertising Age’s Maureen Morrison reports that: “It’s not so much that Burger King is doing the right things — but it is doing fewer of the wrong things, say industry observers. Much of its first-quarter growth could be attributed to the fact that Burger King had a bad first quarter last year, so the comparable gain is easier to achieve. Meanwhile, Wendy’s played into Burger King’s hands with some major miscalculations, like its W burger launch.” Using the popular Sofia Vergara in ads certainly helps Burger King.
But here’s the bad news: Burger King and Wendy’s each have a market share of slightly more than 12 percent in the United States. McDonald’s has a market share of nearly 50 percent!
Click Sofia’s photo for the full Ad Age story.
Photo from Advertising Age of Sofia Vergara for Burger King
This entry was posted in Part 2: Ownership, Strategy Mix, Online, Nontraditional and tagged , , , , , . Bookmark the permalink.

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