Burger King Retools Marketing After First-Quarter Sales Slide

Burger King showed a healthy profit in its first quarter, but a 3% drop in same-store sales in the U.S. and Canada, which North American President Alex Macedo attributed in part to marketing messages that he called "unbalanced." He said that the chain was able to regroup its marketing late in the quarter, making it possible to strike the right chord in its U.S. marketing with a balance of value promotions and premium products.