Burger King wants women to want Whoppers

Can taste that’s “king” reach women?
Can taste that’s “king” reach women?
Image: AP Photo / Gene J. Puskar
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  • The numbers: Not bad. Burger King brought in net income of $35.8 million for the the first three months of the year, double what it was a year ago. Shares were up by 1.22% in midday trading.
  • The takeaway: Cutting costs is working for the company, which has been undergoing a revamp since 2010. It is selling more of its restaurants to franchises to lower overhead. Total restaurant expenses fell 70%.
  • What’s interesting: Burger King is trying to expand its US customer base beyond young men by featuring salads, smoothies, and marketing aimed at families. (Curiously, its latest branding slogan, “TASTE IS KING,” is intended to bridge the gender gap.) The company said this week it’s going to start delivering Whoppers door-to-door in American cities like Los Angeles, Chicago, and San Francisco, adding to the list of cities—namely, Washington, DC, Miami, Houston and New York—in which it already offers delivery services.