• QSR Magazine, Tuesday, August 7, 2012 9:10 AM

The Burger King mascot is gone, replaced by the likes of Salma Hayek, David Beckham, and Steven Tyler. The humorous ads focus on smoothies, salads, and specialty coffee drinks. The new tag line says it all: “Exciting things are happening at Burger King.” It is part of a four-pillar, $750 million strategy that Burger King announced in April. The first pillar of the strategy is the menu expansion: new are mango and strawberry-banana smoothies, “Garden Fresh” salads, chicken wraps, and crispy chicken strips plus mocha and caramel frappes. The expanded menu takes cues from both McDonald’s and Starbucks in an attempt to broaden Burger King’s consumer base beyond young males to include women, families, and the health-conscious.

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