The biggest and longest-running rivalry in the fast food world continues for another quarter, and these days it's not exactly the biggest chain in the world earning the top bucks, as Burger King's sales are going much better than those of McDonald's, as the restaurant with the golden arches has been going through one of its worst years in history.
For months, McDonald's executives have attempted everything to lure customers back into their restaurants, but the latest figures show disappointment for investors once again, while Burger King's sales, due to a new strategy and shaking up their menu, is beating them to the race, fair and square.
In the past few months, McDonald's has attempted different strategies like cutting back on menus and bringing back a revamped version of their Hamburglar character, but so far these haven't been very successful.
According to Quartz, the reasons behind Burger King's sales being on top of those of McDonald's are simple: "innovative product launches," in the very words of the company.
New products such as Chicken Fries, Extra Long Pulled Pork Sandwich and A.1. Hearty Mozzarella Bacon Cheeseburger have turned Burger King's sales into one of the top restaurants in the market, having jumped 6.7 percent in same-store sales in the second quarter of 2015, while McDonald's numbers continue to fall short with a 0.7 percent drop in the same period.
As BBC reports, Burger King's sales are a major step for parent company Canadian Restaurant Brands International Inc., which was created last year after BK purchased breakfast chain Tim Hortons, therefore placing its headquarters in Canada for a move that made news and saved Burger King billions of dollars worth of taxes in the United States.
According to Economic Times, Burger King's growth is even more shocking when compared to Wall Street estimations for the period, as the total revenue for the second quarter was $1.04 billion, an important jump from the stock market's expectations of $1.02 billion for the period.
It seems like McDonald's could learn a thing or two from Burger King's sales strategies!