The world's No. 2 hamburger chain
Burger King Worldwide
) has undertaken a series of initiatives such as unit expansion,
reimaging, closing underperforming units and several other growth
initiatives to improve brand recognition. The new addition is
also part of the company's brand-building efforts.
Recently, Burger King altered its "Value Menu" by including
items that cost about a dollar. The new version of the menu named
"KINGDEALS Value Menu" is expected to hit the U.S. stores this
The restaurateur added two limited-time products to its
KINGDEALS Value Menu options priced at only $1. Along with these
new offerings, the restaurateur offers 20 other items under its
The Value Menu - launched more than a decade ago - has been a
driving force in generating sales even in the time of recession.
Over the years, management has been trying to shore up this
The Zacks Rank #3 (Hold) company continues to gain market
share, driven by price value proposition and premium
limited-period offerings. In Nov 2013, the company rolled out a
new item - BBQ Rib Sandwich - for only a dollar throughout the
U.S. This limited-time offer comes on the heels of the
overwhelming demand for BBQ fire-grilled flavors.
Innovation and introducing new items have become a trend among
all the restaurateurs. Another hamburger restaurateur,
The Wendy's Company
), added two spicy items to its Right Price Right Size Menu
options in Dec 2013. These two limited-time products - Spicy
Chipotle Crispy Chicken Sandwich and Spicy Chipotle Jr.
Cheeseburger - have been priced at only 99 cents. These items
have been launched to tap the demand for spicy foods.
Other Stocks to Consider
Some better-ranked stocks in the restaurant industry include
Fiesta Restaurant Group, Inc.
Cracker Barrel Old Country Store, Inc.
). While Fiesta Restaurant sports a Zacks Rank #1 (Strong Buy),
Cracker Barrel carries a Zacks Rank #2 (Buy).
BURGER KING WWD (BKW): Free Stock Analysis
CRACKER BARREL (CBRL): Free Stock Analysis
FIESTA RESTRNT (FRGI): Free Stock Analysis
WENDYS CO/THE (WEN): Free Stock Analysis
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