• USA Today, Wednesday, February 7, 2007 12:15 PM

Burger King--which is on a mission to make its food look, sound and taste hipper--will introduce Hold'ems next month. These are basically warm wraps, but Burger King has grown too savvy to call them that. They'll be served in what Burger King execs call "holsters"--sleek containers that fit into car cup holders.

New CEO John Chidsey--who calls himself Chief Whopper Flipper--says Burger King is laser-focused on its key customer: the "superfan." That's BK's term for mostly 18- to 35-year-old males who gobble fast food at the devil-may-care clip of nine to 16 times a month. While they're just 18% of Burger King's customers, they account for about half of all visits to the stores.

The reason for the focus is that it's a lot harder to coax a Panera Bread regular to trade down to a burger than it is to get a superfan to come in once more per month. And the fastest way to do that, Chidsey says, is with a nod to what's hip.

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