Burger King.(Brief Article)

Food Institute Report, The, March, 1999

* Burger King's new commercials touting its Whopper sandwich as "America's Favorite Burger" is based on a survey, not on sales. The Diageo unit had Bruskin Goldring Research, Edison, NJ, poll 700 people around the U.S. during the last weekend of February asking, "Which one hamburger is your favorite?" Thirty-three percent of respondents chose the Whopper from a list of sandwiches read.

The Big Mac trailed, at 12%; McDonald's Corp.'s Quarter Pounder and Wendy's International's quarter-pound Single burger followed with 9% each. Burger King Corp.'s Big King was favored by just 3%. Wendy's took issue with Burger King's Whopper claim. "Certainly, we will look at it for truth in advertising," said a Wendy's spokesman...Wall Street Journal (Mar. 23)