Article - McDonald vs. Burger King - WSJ

Article - McDonald vs. Burger King - WSJ - Man Behind...

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Man Behind Burger King Turnaround - 1 of 4 4/30/2008 3:20 PM DOW JONES REPRINTS This copy is for your personal, non-commercial use only. To order presentation-ready copies for distribution to your colleagues, clients or customers, use the Order Reprints tool at the bottom of any article or visit: . See a sample reprint in PDF format . Order a reprint of this article now . April 2, 2008 BOSS TALK Man Behind Burger King Turnaround Chidsey Says Identifying His Restaurants' 'Superfan' Helped Beef Up its Offerings By JANET ADAMY April 2, 2008; Page B1 Miami At a time when many large restaurant chains are struggling, Burger King Holdings Inc. CEO John Chidsey has managed to sustain the once-floundering fast-food company's turnaround. The world's No. 2 hamburger chain by locations behind McDonald's Corp. is using what it calls a "barbell" menu strategy that pushes both upscale products, like its new Steakhouse Burger with Angus beef, alongside $1 sandwiches to appeal to cash-strapped customers. This year the company plans to introduce a new concept called the Whopper Bar, a smaller, hipper restaurant specializing in the chain's flagship burger. Mr. Chidsey, a 45-year-old certified public accountant and a member of the Georgia Bar Association, recently sat down with the Wall Street Journal to talk about why Burger King isn't rushing to sell espresso drinks, why the U.S. has room for thousands more Burger Kings and why the job of CEO is overrated. Excerpts: WSJ: Just six years ago, people were writing the obituary for fast food as "fast-casual" restaurants like Panera Bread were on the rise. Now fast-food companies are among the few restaurant chains doing well. How did that happen? Mr. Chidsey: I think that fast-casual really did a great job of scaring quick-service restaurants into getting their act back together. You look at the new products that have come out of McDonald's and Carl's Jr., Taco Bell, ourselves, I think the whole industry has done a much better job over the last four or five years in terms of improving the quality of the products, improving the breadth of the offering. If you look in the fast-food hamburger space, it is unfortunate for
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This note was uploaded on 04/12/2011 for the course MKT 352 taught by Professor Cowart during the Fall '11 term at Grand Valley State.

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Article - McDonald vs. Burger King - WSJ - Man Behind...

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