Burger King Corp. Provides More Value for Restaurant Guests (Press Release)

The King puts money back in customers' pockets with new BK(tm) Value Menu items.

-- Chain Leader, 8/26/2008 4:20:00 PM

MIAMI--(BUSINESS WIRE)--Burger King Corp. (NYSE:BKC) announced today a new series of television advertising spots that feature the newest additions to the BK(tm) Value Menu, the Cheesy Bacon BK WRAPPER(tm) and the Spicy Chicken BK WRAPPER(tm). The campaign, which portrays the King as a "reverse pickpocketer," stuffing cash into customers' pockets, offers an irreverent and positive take on the increased demand for value in today's economic climate.

Instead of cutting back on offerings, BURGER KING(r) restaurant guests will find more menu items and value for their money with the new additions to the BK(tm) Value Menu and BK(tm) Breakfast Value Menu. The Cheesy Bacon BK WRAPPER(tm), a permanent menu item available for breakfast, and the Spicy Chicken BK WRAPPER(tm), available for lunch and dinner for a limited time only, should satisfy any appetite and, at a suggested retail price of $1.39 each, budgets too.

The Cheesy Bacon BK WRAPPER(tm) features eggs, crispy bacon, golden hash browns, American cheese and Smokey cheese sauce served in a soft flour tortilla. It will be available for a suggested retail price of $1.39. A Cheesy Bacon BK WRAPPER(tm) Value Meal, including two wraps, will be available for a suggested retail price of $3.99.

The Spicy Chicken BK WRAPPER(tm) features a Spicy CHICK'N CRISP(r) patty, three-cheese blend, lettuce and southwest sauce served in a soft flour tortilla. It will be available for a suggested retail price of $1.39, and the Spicy Chicken BK WRAPPER(tm) Value Meal, including two wraps, will be available for a suggested retail price of $4.59.

Prices are higher in Alaska and Hawaii.

The King Stashes Cash

The authorities are in hot pursuit as the King is revealed as the prime suspect in a string of "reverse pick pocketing" incidents in a new advertising campaign. The television spots showcase the King caught in the act of stuffing money in customers' pockets as they enjoy a BK WRAPPER(tm). Supported by two 30-second spots and three 15-second spots, the campaign begins airing nationwide on Sept. 1. In addition, oversized "Wanted" posters identifying the King as a suspect on the loose will appear in participating restaurants nationwide.

"Unlike our competitors, Burger King Corp. is helping cash-strapped customers by adding to our BK(tm) Value Menu, not cutting back," said Russ Klein, president, global strategy, marketing and innovation, Burger King Corp. "The new campaign showcases the additions to the BK(tm) Value Menu and emphasizes value with Burger King Corp.'s signature irreverent humor."

About Burger King Corporation

The BURGER KING(r) system operates more than 11,500 restaurants in all 50 states and in 72 countries and U.S. territories worldwide. Approximately 90 percent of BURGER KING(r) restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. In 2008, Fortune magazine ranked Burger King Corp. among America's 1,000 largest corporations. To learn more about Burger King Corp. please visit the company's Web site at www.bk.com.