Burger King next week will introduce a spiced-up version of its core fish sandwich. It is the latest chain to fool with a fish dish for Lent, between Feb. 18 and April 4. Last week,
Wendy’s CEO Emil Brolick told analysts that the chain had imbalanced its marketing by directing 80% of its media spending in 2014 toward the high end. That will change, he said, just as it has
at McDonald’s, Burger King and others. Lent is one place to achieve that refocus.
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