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