Food Industry
Industry: Email Alert RSS FeedDasburg vows reversal of BK'S market-share fall
Nation's Restaurant News, March 11, 2002
MIAMI -- Burger King chairman and chief executive John Dasburg told his first-ever BK press conference that the chain is seeking to boost its domestic burger market share four points, to 23 percent, by 2004 by driving average BK unit volumes to $1.25 million from about $1 million currently.
He told Dow Jones that BK's market share has dropped 25 percent during the past five years.
BK also disclosed at the press briefing a $300 million TV ad campaign that debuted featuring Los Angeles Lakers star Shaquille O'Neal and the new tag line "@ Burger King you got it!"
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Dasburg declined to discuss the nature of BK's impending separation from parent Diageo PLC.
COPYRIGHT 2002 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
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