ADAMSON TO MEND DENNY'S IMAGE

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Burger King Corp. CEO James Adamson-the executive who led the fast-feeder's turnaround in sales-resigned last week to become president-CEO of troubled Flagstar Cos., Spartanburg, S.C.

A self-described "turnaround marketer," Mr. Adamson was hired in August 1993 to repair Grand Metropolitan's Burger King subsidiary. He was the unit's fifth CEO within the past decade.

Flagstar, owner of Denny's Restaurants and the largest franchiser of Hardee's restaurants, will rely on Mr. Adamson to rebuild Denny's image in the wake of racial discrimination charges that crippled sales. Mr. Adamson takes the CEO reins from Jerome Richardson, who will remain chairman.

One of Mr. Adamson's first moves upon joining Burger King was to put the $160 million advertising account into review, ultimately choosing Ammirati & Puris/Lintas, New York.

He may well repeat this decision at Flagstar by reviewing the $20 million Denny's account, now handled by D'Arcy Masius Benton & Bowles, Greenville, S.C.

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