Gimmicks Lose Appeal as BK Sales Dip

October 24, 2016

Burger King may have gone to the well too often. US/Canada same-store sales were negative (-0.5%) as Cheetos Chicken Fries—playing off its Chicken Fries and Mac ‘n Cheetos items—failed to draw a crowd.

Daniel Schwartz, CEO of Restaurant Brands International Inc. (RBI), cited undeniable “industry softness” for the decline, an explanation that loses some persuasiveness when you consider that RBI’s other QSR brand, Tim Hortons, had positive same-store sales (+1.7% in Canada and +4.5%).

Since no analyst thought to ask Schwartz how much Burger King’s menu pricing had risen in the past year, it’s impossible to tell just how bad