Burger King Global Sales Up in 2013, But North America Down
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Burger King’s 2013 results may not have been as strong as 2012’s, but the chain is touting its U.S. value positioning and fewer but “more impactful” product rollouts such as Satisfries as a boon for the company.
In an earnings call today, North American President Alex Macedo said that the company’s stateside strategy is to deliver compelling value and focus on fewer and “more impactful” product rollouts that he said are “easy for customer to assimilate” to. He touted the two big product rollouts in the fourth quarter: the Big King, a burger that emulated McDonald’s Big Mac and was introduced as part of Burger King’s two for $5 sandwich promotion and its BBQ Rib sandwich. The latter was launched in November for $1 and aimed to capitalize on the popularity of McDonald’s McRib.
The chain posted its second consecutive year of same-store global sales growth, up 0.5% for the year compared with a 3.2% rise in 2012. The chain’s U.S. and Canada same-store sales for the full year were down 0.9%; they were up 3.0% in 2012.
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