USA TODAY: Burger King Monday will reveal a future that’s decidedly less focused on young, hungry guys and more culturally directed towards moms, families and Boomers. In the next 12 months, Burger King and its franchisees will spend about $750 million fixing the menu, revamping marketing, tweaking operations and updating the look of a chunk of its 7,204 U.S. stores. A vastly changed menu, with a record 10 new items, rolls out nationally Monday.
“This is the biggest change in scope in the history of the brand,” says Steve Wiborg, executive vice president and president of North American operations. “It’s the chain’s largest investment in a one-year time frame.”
USA TODAY was exclusively brought inside early to see the changes and discuss them with top Burger King executives. For Burger King, this may be a make-or-break moment. Never before has the 58-year-old chain rolled out 10 new products at once. But after more than a year of keeping mostly mum under new ownership and new leadership, Burger King says it now wants to update and vastly expand its product line… (more)
