Sell the sizzle, not the steak
Bradley D. Blum, the chief executive — “We’re looking at a true reinvention of Burger King,” he said yesterday in an interview. “To do things that have never been done before is our goal.”
But, despite new marketing, the company will not be reinventing the burger anytime soon. The food will basically be prepared as it traditionally has, but the company will build an advertising campaign around what it sees as a point of differentiation – burgers cooked over open flame – from competitors.