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Burger King Goes High-End

Number two fast food chain Burger King has been testing a new line of premium items. This includes ribs and thicker burgers, made with grills, batch broilers, and other costly new kitchen equipment.

The fast food chain's decision to move in the direction of higher-price items comes at a time when the casual restaurant industry is struggling. National chains have seen declining sales across the board; Burger King is hoping to capitalize on the industry's market share.

CEO John Chidsey said he wouldn't elaborate further "because some things are still under wraps," but the chain's gourmet menu items could be advertised as soon as next Summer.

Still, Burger King has no plans to lose its value menu. "We work the value for the money equation on both ends of our menu," said Russ Klein, Burger King's president of global strategy.

Does Burger King's new strategy surprise you? Do you think the corporation will manage to draw business away from the casual restaurant business?


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