April 2/Silver Spring, Md./USA Today -- Burger King has revealed a future that is decidedly less focused on young, hungry guys and more culturally directed towards moms, families and Boomers. In the next 12 months, Burger King and its franchisees will spend about $750 million fixing the menu, revamping marketing, tweaking operations and updating the look of a chunk of its 7,204 U.S. stores. A vastly changed menu features a record 10 new items.
"This is the biggest change in scope in the history of the brand," says Steve Wiborg, executive vice president and president of North American operations. "It's the chain's largest investment in a one-year time frame."