I'm beginning to think the "Have it your way" campaign should be brought back by Burger King, because their way isn't working at all!
Since being purchased by Brazilian private-equity firm 3G Partners in late 2010, Burger King's domestic sales have declined as the firm has focused on expanding the company internationally at the expense of domestic growth -- particularly in Latin America and Asia. New data from industry research firm Technomic show that international focus has left the King moping on his throne.
Despite deriving nearly 70% of its revenue from North America in 2010, according to Technomic, Wendy's
What makes this move particularly hard to swallow for Burger King is that Wendy's bumped them out of the No. 2 spot with roughly 1,300 fewer stores, amassing U.S. sales of $8.5 billion compared to Burger King's $8.4 billion in 2011. Wendy's new ad campaign that goes back its roots is clearly driving business, while Burger King's lack of new product and the absence of the King in commercials appear to be hurting its sales.
Neither of these two can shake a stick at McDonald's
Even Jack in the Box
The only real loser here appears to be Burger King and its investors, who, at least for now, seem more than content to let the King be deposed. While you or I can't make a monetary bet on Burger King now that it has been taken private, this could mean continued good news for McDonald's, Wendy's, and Jack in the Box as they pick up customers and market share from Burger King.
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Fool contributor Sean Williams has no material interest in any companies mentioned in this article. You can follow him on CAPS under the screen name TMFUltraLong, track every pick he makes under the screen name TrackUltraLong, and check him out on Twitter, where he goes by the handle @TMFUltraLong.
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