Advertising Age:

Burger King is giving rivals a solid thrashing – and marketing is getting the credit.

While other fast feeders fault the recession and housing crisis for tepid sales, Burger King posted a healthy same-store-sales gain of 5.4% in its fiscal third quarter, well ahead of even McDonald’s, which reported a comparatively anemic 2.9%.

Wendy’s, now in the throes of an ownership change, saw same-store sales fall 1.6% at company-run stores in the same period.

Analysts are crediting Burger King‘s marketing with some of the gains.

‘They’re doing a super job on the advertising front,’ said UBS analyst David Palmer. ‘They’re clearly connecting with the super fan that is the young, hungry male.’

Burger King CEO John Chidsey said, ‘The current macroeconomic environment did not impact our top-line performance as consumers continued to seek our quality, convenience and affordability.’

Originally posted by Cris Zimermann on May 8, 2008 in Franchise Site.


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