BURGER KING® has found its rhythm as a global brand. We are winning with one business vision: growth through differentiation. The BURGER KING® brand bristles with social currency and is a part of our guests’ lifestyles.

There’s one thing we know for sure: If you’re not something to somebody, you’ll be nothing to everybody. That’s why we’re focused on creating a brand experience that extends beyond our products. We’re communicating globally – through merchandising, imagery and a consistent look and feel – to clarify the brand’s point of view.

In the U.S., we’re experiencing the best traffic performance in over 10 years. Worldwide, over 11 million guests visit a BURGER KING® restaurant each day. Many of them are SuperFans, an audience with an unapologetic love of fast food. They are defined by the way they seek convenience, their desire for value and the frequency with which they visit quick-service restaurants – about three times more than the typical consumer. We are putting our marketing analytics to work, clearly defining the needs of our SuperFans in the U.S., and identifying our SuperFans around the globe.

Menu Offerings

Our HAVE IT YOUR WAY® brand promise means that our restaurants are proud to offer choice; on a worldwide scale, that means combining 11 globally required items with dozens of local favorites. In Turkey, guests are offered Koftegen, a square-shaped beef patty seasoned with spices including cumin. Korean guests enjoy shrimp burgers. We’re also discovering global opportunities in snacks, side items, coffees and ice creams, as in Latin America, where hot days call for a refreshing Cono King dessert.

In the U.S., we’ve further optimized our menu and developed our product pipeline. We introduced the popular BK™ Stacker burger line, and also unveiled great new flavors, such as cheesy bacon, across our Angus and TENDERCRISP® platforms. We began offering items available at both breakfast and lunch, like CHEESY TOTS™. Profitable add-ons included Mocha BK JOE®, our entry into iced coffee, which is designed not for the coffee connoisseur, but for the discriminating SuperFan who wants a sweeter, more mainstream taste.

We upped the ante on portability with the FRYPOD™ french fry packaging that fits in a car’s cup holder, and the BK PIPE™ straw, which makes it easier to drink our creamy BK™ Sundae Shakes. We also continued to focus on our portable innovation that makes the eating experience fun: BK™ Chicken Fries with sauce served inside the packaging. Innovation opportunities continue in fiscal 2008 with the Flexible Batch Broiler, now rolled out to all U.S. and Canada company restaurants. The broiler is a revolutionary cooking platform that can cook thicker, juicier meats.

Marketing Promotions

We’re all about serving up what our guests want, so we choose marketing partners who hold special appeal for our SuperFans, like Microsoft, which introduced three XBOX® games featuring racing, action and adventure with the King; the NFL, where Super Bowl XLI attendees got their game on in video game tournaments against NFL players at the BK® Gamers Lounge; and a NASCAR sponsorship that took advantage of one of the most popular sports in the United States.

Spidey senses were tingling with our “Which Spidey Suits You” game, a global Spider-Man™ 3 promotion that resulted in a million-dollar payout to one loyal guest. And we ended the year in the yellow, literally: As part of a promotion for The Simpsons™ Movie, we created simpsonizeme.com, an interactive Web site that converts digital photos of consumers into Simpsonized versions of themselves. In just one month, 25 million photos were uploaded, with over half a billion hits to date.

Of course, the enigmatic, eccentric and, some say, slightly creepy King is still the core of our brand. Since introducing the now-iconic King in a series of unforgettable TV commercials in 2004, ARS have reached an all-time high. Today’s consumer demands engagement and active participation. The HOME OF THE WHOPPER® has become a thought leader, introducing a constellation of firsts in the consumer product business: digital media, interactive Web sites and an irresistible spirit of innovation.