Burger King’s Elusive "Super Fan"
Friday, February 26, 2010
Are you a Burger King “super fan”? If you eat fast-food nine or 10 times per month – then you are. And we all thought it was all about males, ages 18-34 who liked ad campaigns like SpongeBob SquareButt or the Super Seven Incher. But Burger King's same-store sales have been slipping – dropping 3.3 percent in the US and Canada for the second fiscal quarter ending Dec. 31 compared to a 1.9 percent increase the year before. So John Chidsey, BK CEO, recently redefined “super fans” for investors: “To clarify, it’s not just 18-to-34-year-old males, it’s all ages and all household demographics, with over half of them having children. And interestingly, over 29 percent are 50 years of age or older.”
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