Apparently the King being deposed from his No. 2 spot among U.S. burger chains was enough to light a fire under new Burger King owner 3G Capital to do something about it.
In what will assuredly be the most sweeping reforms of Burger King's menu in 58 years, the company is planning to move away from its young male-centric mode of thinking and target a larger swath of Americana. Over the coming years, the company plans to introduce 10 new items to its menu that include healthier options, but also options competing with what you might find at some of Burger King's peers.
In fact, as AP food industry columnist Candice Choi noted, the menu is starting to looking uncannily similar to McDonald's
But McDonald's wasn't finished. It became a big player in the coffee market as well, taking on rival Starbucks
Burger King hasn't been so lucky. It has consistently been the last in the fast-food sector to innovate. Even Jack in the Box
Burger King's plan of action includes adding Caesar salads, chicken strips, caramel frappe coffee and banana-strawberry smoothies to its menu, as well as redesigning its employees' uniforms and remodeling many of its locations. They key, of course, is getting franchisees on board with the remodel, and 3G is willing to offer a 50% discount off annual franchise fees in order to facilitate that happening.
The question now becomes whether or not this is too little, too late. Burger King's new owners bet the boat on international growth, but forgot when they were purchasing the company that domestic growth was the real issue. Since it lost the No. 2 spot in total U.S. sales to Wendy's
What do you think: Are Burger King's better days long gone, or will it mount one whopper of a comeback? Tell me about it in the comments section below.
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Fool contributor Sean Williams has no material interest in any companies mentioned in this article. He just now realized how many terrible puns he could have made with the term "whopper" 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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