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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