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Article: THE KING IS LURKING; McDonald's archrival Burger King is waking up, threatening the Golden Arches.(News)
- Article from:
- Crain's Chicago Business
- Article date:
- September 25, 2006
- Author:
CopyrightCOPYRIGHT 2006 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: JULIE JARGON
The King, that big-headed, grinning mascot who pops in on unsuspecting people in Burger King commercials, is creeping up on Ronald McDonald.
After years of financial troubles and restaurant closures, newly public Burger King Holdings Inc. is staging a comeback. The Miami-based company plans to open more than 400 new locations around the world by June 2007, including more than 100 in the U.S. and Canada. It's also sprucing up restaurants, extending hours and increasing breakfast offerings and kids' meal promotions. What's more, the company appears to be scoring with consumers with its quirky commercials, many featuring the ...