Feuding at BK.(Burger King Corp.)(Brief Article)

Advertising Age, August, 2000

Burger king franchisees, harking back to BBDO Worldwide's "Have it your way," would like it their way, and that is splitsville -- as soon as possible -- from BK owner Diageo. Diageo wants out, too, but on its timetable. New owners won't cure BK's basic problems. More consistent brand management and positioning is the remedy. Without it, BK operators are in for more frustration.

Successive BK managements have made the chain a case study of marketing missteps and fumbles. It's hard to have steady direction in a company now on its 17th CEO in its 46-year history. When you're trying to make headway against one of the world's most successful marketing machines -- McDonald's Corp. -- this is not a recipe for success.

But Burger King has its traditional core...

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