Burger King: We won’t ‘overreact’ to softer sales
Restaurant Brands International is resisting the temptation to “overreact” in an increasingly promotional environment, despite Burger King’s sales slip.
Burger King owner Restaurant Brands International (RBI) says it is taking a “balanced” approach to value, to ensure profitability while continuing to appeal to customers.
“Our balanced approach to everyday value continues to resonate with guests and the team has reacted calmly in the face of heightened promotional activity across the industry,” CEO Joshua Kobza told investors today (8 August).
The fast-food industry has been navigating a “softer” sales environment, where consumers are becoming more price sensitive, especially in the US, following broad price increases last year.
“The word value has received a lot of airtime in the past few months,” said Kobza.
