MIAMI Burger King Corp. said Thursday it would take advantage of lower U.S. media rates and advertise 20 to 25 percent more next year to highlight new products and value offerings.
The company said the ads would focus on the new menu items made possible by its new batch-broiler equipment, including an extra-thick burger, bone-in-ribs, and grilled fish and chicken sandwiches.
"These high-quality products are expected to disrupt the out-of-home eating market – essentially delivering casual-dining quality with unprecedented value for the money, speed of service and convenience," the company said in a statement.
The news comes a day after Burger King's stock tumbled nearly 18 percent, to close at $18.67, after the company reported that its third-quarter revenue would take a hit from falling traffic overseas.
Burger King owns and franchises more than 11,800 restaurants in all 50 states and in 74 nations and U.S. territories.
Contact Ron Ruggless at [email protected].