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BURGER KING(R) REDEFINES THE FAST FOOD DINING EXPERIENCE; RESTAURANT CHAIN LAUNCHES DINNER TABLE SERVICE AND EXPANDED DINNER MENU

 BURGER KING(R) REDEFINES THE FAST FOOD DINING EXPERIENCE;


RESTAURANT CHAIN LAUNCHES DINNER TABLE SERVICE AND EXPANDED DINNER MENU
 MIAMI, Sept. 17 /PRNewswire/ -- Burger King Corporation announced today that its more than 5,700 Burger King(R) restaurants nationwide are now introducing dinner table service and a new expanded dinner menu. The move will make Burger King(R) the first national quick-service restaurant chain to provide table service.
 "This is a strategic business decision based on our consumer research which indicates that customers have different expectations for dinner than lunch," stated Sidney J. Feltenstein, executive vice president, Brand Strategy, Burger King Corporation. "Customers are looking for the combination of good food and good value with prompt service in a more relaxed atmosphere."
 Customers will be able to place their orders at the counter and relax in the dining room while their meals are quickly prepared and delivered to their table. Customers will not be charged for table service, and employees will not accept gratuities.
 In addition to the core Burger King(R) menu, the dinner menu will include the WHOPPER(R) sandwich and three new entrees: Crispy Chicken Filet, Fried Shrimp and Steak Sandwhich. The entrees will be served in a basket with a choice of baked potato or french fries, and dinner salad or cole slaw. The Crispy Chicken Filet and Fried Shrimp are served with a dinner roll. The price for the dinners in company-owned restaurants start at around $2.99.
 Restaurants will be offering free popcorn to customers. Some restaurants also will be incorporating music, table cloths, napkin rings and softer lighting to create a more comfortable dinner ambiance. To entertain children, double-sided trayliners and crayons will be available upon request for coloring.
 After customers finish their meal, they will be asked to complete short survey cards to provide feedback about the new Burger King dining experience.
 Burger Kind Corporation is a subsidiary of Grand Metropolitan PLC. One of the United Kingdom's largest international companies, GrandMet is a world leader in the food, drinks and retailing sectors. U.S. subsidiaries also include The Pillsbury Company, Haagen-Dazs, ALPO Petfoods, Carillon Importers, Heublein, Inc., The Paddington Corporation, and Pearle, Inc. Burger King Corporation and its franchisees operated more than 6,400 restaurants in 43 countries worldwide. In fiscal year 1991, Burger King had systemwide sales of $6.2 billion.
 DINNER FAST FACTS
 -- Americans spend about $80 billion a year eating dinner in
 restaurants.
 -- Annual dinner traffic topped 15 billion customers in 1991.
 -- On average, U.S. households eat dinner out more than three times
 in a two week period.
 -- Almost a third of all parties that eat dinner out are families
 with children.
 -- Seniors 65 years of age and older account for 1.3 billion dinner
 visits to restaurants annually.
 -- Nearly 16 percent of all dinner orders include a hamburger or
 cheeseburger.
 -- For customers who order side dishes with dinner, french fries,
 salads and baked potatoes were the three most popular items.
 -- The average number of items that customers order for dinner has
 increased during 1992, likely reflecting consumer demand for
 combination dinners with multiple items.
 Source: NPD Crest
 Note: All data reflects information from December 1990 to
 November 1991, except where noted otherwise.
 -0- 9/17/92
 /CONTACT: Cori Zywotow or Michael Evans of Burger King, 305-222-8863 or 305-441-8211/ CO: Burger King ST: Florida IN: SU:


JB-AK -- FL002 -- 0526 09/17/92 10:08 EDT
COPYRIGHT 1992 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Sep 17, 1992
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