Associated Press
Monday, April 2, 2012
MIAMI — Burger King is trying to revive its ailing empire with a rival's recipe for success.
After years of lackluster sales of its Whoppers and fries, the struggling fast-food giant on Monday launched 10 food items in its biggest menu expansion since the chain was started in 1954.
But there are unmistakable similarities between Burger King's new lineup and the offerings its much-bigger rival has rolled out in recent years. The Golden Arches already rolled out specialty salads in 2003, snack wraps in 2006, premium coffee drinks in 2009, and fruit smoothies in 2010.
Burger King doesn't deny that its new chicken strips, caramel frappe coffees, Caesar salads and strawberry-banana smoothies sound pretty close to those on McDonald's popular menu. But executives say the company came up with them through its research.
"Consumers wanted more choices," said Steve Wiborg, president ...