The barbell strategy

June 2008
Marketing Research;Summer2008, Vol. 20 Issue 2, p4
Academic Journal
The article examines the marketing strategy of the Burger King fast food restaurant chain. Chief Executive Officer (CEO) John Chidsey calls it the "barbell" strategy. The company is revising its menu to concentrate on both more expensive sandwiches and sandwiches and other items costing less than $1. Chidsey states Burger King has no plans to expand its breakfast menu, unlike rival McDonald's.


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