It's been a lackluster year so far for Burger King: worldwide sales are in decline, and while archrival McDonald's expands its empire by 50,000 new hires, the number two fast food chain has quietly laid off 375 US workers.
But the King's not giving up his crown anytime soon. The company has plans to overhaul everything from its strategy and management to its menu items and pricing. Burger King has let go of its CEO, fired its top advertising agency, and pulled the plug on a worldwide store redesign. Now it will focus on broadening its appeal beyond the traditional young male demographic to include busy working moms and young children.
Here's my advice, Burger King: Focus on the quality of your ingredients. If you're going to admit to duplication, at least make sure your product's not a cheap imitation. Otherwise, you'll always be resigned to settle for second best. What do you hope Burger King will change?