A revamped menu helped boost Burger King’s profit in the fourth quarter but now the world’s second biggest hamburger chain says it needs to play up value more aggressively to compete with rivals.
The chain said Friday that sales in the new year are trending “modestly negative” as the broader fast-food industry fights to attract cash-strapped diners with cheap eats. To address the intensifying focus on value from competitors, Steve Wiborg, president of Burger King’s North America operations, noted the company launched a limited-time offer for a Junior Whopper for $1.29 this week. Although Burger King will continue to offer premium items, Wiborg said that for now it will be “a little more focused on value because of competitive pressures.”
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