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.”