Burger King Remembers That Females Exist, Eat Food

For years Burger King has been exclusively targeting young males with its advertising (a particularly gross example from Singapore is shown here). According to AdAge, the company has had a change of heart after same-store sales dropped 3.3% in the U.S. and Canada in the fiscal quarter that ended Dec. 31.

Now they’re introducing “lower-calorie “Positive Steps” combos” that will be advertised in women’s magazines.

AdAge also says that the company will be doing another Twilight promotion for their “female superfans.” A “superfan” is what the company calls people who eat fast-food nine or 10 times per month.

“The superfan is merely a term coined by Burger King to describe the fast-food hamburger-restaurant industry’s most frequent user,” Burger King CEO John Chidsey told investors during an earnings conference call last week. “To clarify, it’s not just 18- to 34-year-old males, it’s all ages and all household demographics, with over half of them having children. And interestingly, over 29% are 50 years of age or older.”

Burger King’s ‘Superfan’ Might Just Be Your Grandma [AdAge]