Industry News | April 16, 2009

Burger King Pays Premium to Promote Premium Menu Offerings

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Burger King Corporation (NYSE: BKC) announced today that it will increase its U.S. national advertising expenditures beginning Jan. 1, 2010. With the additional advertising spend, BKC plans to increase its media presence to communicate value offerings, marketing promotions, and several new innovative product launches utilizing its revolutionary batch broiler cooking platform.

Some of these new products include a “game-changing” extra-thick burger, bone-in-ribs, grilled fish sandwiches, and a new grilled chicken sandwich. These high-quality products are expected to disrupt the out-of-home eating market, essentially delivering casual dining quality with unprecedented value for the money, speed of service, and convenience.

“The company estimates between a 20 to 25 percent increase in its 2010 national media presence versus 2009 through the incremental allocation of restaurant-level funds to the national level, coupled with the current deflationary media buy environment,” says Russ Klein, Burger King Corp.’s president, global marketing, strategy and innovation. “We are confident that this increase will enable the brand to continue its record positive comparable sales growth trend.”