Burger King attacks Big Mac with brands

Hume, Scott; Serafin, Ray
July 1990
Advertising Age;7/16/1990, Vol. 61 Issue 29, p3
Trade Publication
The article reports that fast food chain Burger King Corp. will begin testing branded Domino's pizza in four Burger King units in Columbia, South Carolina in September 1990. Burger King will also test frozen yogurt to compete with McDonald's Corp.'s frozen yogurt. The chain is also deciding whether to make similar tests with other branded menu items. These branded menu items are the central element in the marketing strategy overhaul began by Burger King last October 1989.


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