Burger King's Whopper
Sorry your highness, but we aren't buying your snow job.
The brass at Burger King (Stock Quote: BKC) bogusly blamed blizzards in the northeast for taking a big bite out of its second quarter sales. The fast food chain said Tuesday that comparable-store sales in its U.S. and Canada segment fell 8.2% in the two months ended Feb. 28, compared with a 3.1% increase in the same period last year.
Burger King said sales in the U.S. and Canada were "severely impacted" during January and February by adverse weather conditions in the central and eastern portions of the U.S. According to the King's own count, inclement weather impacted comparable sales by about 3 percentage points during the two month period.
Come on, guys. We'll grant you it was snowy out this winter, but that's one Whopper of an excuse for an exceptionally dismal performance. Your buddies down the block at McDonald's (Stock Quote: MCD) faced those same snowstorms, but they don't seem to be having a Big Mac panic attack.
McDonald's reported Monday that U.S. sales in February rose 0.6%, and sales jumped 5.4% in Europe and 10.5% in the Asia/Pacific, Middle East and Africa region. In January, McDonald's U.S. same store sales fell 0.7%, while foreign sales rose 4.3%. Burger King, on the other hand, said worldwide comparable sales for the two months fell 5.4%.
Face it, Burger King, snowy or sunny, the Hamburglar is stealing your market share.
Dumb-o-meter score: 85 -- Regretfully, the folks at Burger King can't have it their way when it comes to silly weather excuses.