The king has been dethroned by a little girl with pig tails.
Technomic Inc’s estimates are in, and Wendy’s has surpassed Burger king in U.S. sales volume for the first time last year, since its founding in 1969. Wendy’s sales for 2011 reached $8.5 billion, over Burger king which only brought in $8.4.
While the home of the square hamburger is nowhere near the $34.2 billion in sales that McDonald’s brought in, Wendy’s is definitely moving up. But Burger King, on the other hand, has flat lined. Ever since being acquired by the firm 3G Capital in 2010, BK’s appearance has been reevaluated. The makeover involved cutting out the long time mascot ‘the King’ in 2011, with intent to focus advertising more on food.
Despite its recent success, Wendy’s too plans to switch up its marketing gears. The company’s current mission is to reinvent itself as a higher-end hamburger chain, sporting menu items like the new Dave’s Hot ‘N Juicy burger that was introduced last fall. CEO Emil Brolick calls the company’s previous poor performance the outcome of “self inflicted wounds.” The plan this year is to raise employee standards and modernize their stores in order to give locations an airier look.
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