ASSIGNMENT+23,+4.23.10

READ WSJ "IN A PICKLE" OR LOCATE THE ARTICLE AT DELICIOUS.COM/KATHY39420.

BURGER KING'S DECISION TO TARGET ITS MOST LOYAL CUSTOMERS--A GROUP OF 18 TO 34-YEAR-OLD FAST-FOOD LOVERS DUBBED "SUPER FANS"--MIGHT BE BACKFIRING. NOW THAT SALES ARE DOWN, SOME SUGGEST THE COMPANY NEEDS TO RETHINK ITS STRATEGY.

1. WHY ARE BURGER KING'S SUPER FANS MAKING FEWER VISITS TO THE RESTAURANT?

2. WHAT HAS BURGER KING DONE TO TRY TO BRING SUPER FANS BACK TO ITS RESTAURANTS?

3. HOW DID BURGER KING TRY TO DISTINGUISH ITSELF IN MARKETING CAMPAIGNS? WHAT WAS THE REACTION?