Burger Wars: Wendy’s Set to Overtake Burger King in Market Share

Dec 21, 2011 3:16pm

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Fast-food chain Wendy’s is on pace to surpass rival Burger King, becoming the second largest fast-food burger chain in the U.S., according to a recent report from Janney Capital Markets.

“We expect Wendy’s to overtake privately held Burger King for the No. 2 market-share position within the limited-service hamburger sector, perhaps as soon as this year,” Mark Kalinowski, an analyst at Janney Capital Markets,  wrote in his report, according to the Orange County Register.

This increased market share can most likely be attributed to Wendy’s focus on premium foods and the remodeling of its restaurants, Kalinowski told the Register. This focus on premium foods, such as the Dave’s Hot ‘N Juicy Cheeseburgers, which were introduced this year,  has allowed Wendy’s to rebrand itself as “a cut above” rivals, rather than “a McDonald’s clone,” Kalinowski told the Register.

The rivals have been close before in the burger wars. According to Technomic, a market research firm in Chicago, in 2010 Burger King held a 13.3 percent market share while Wendy’s was third with 12.8 percent share. If Wendy’s does  surpass Burger King, it would be a first for the chain.

When asked for comment, a representative from Wendy’s told ABC News that the company was “focused on its business.” Both chains still have a long way to go to catch up to industry leader McDonald’s, which currently holds 49.5 percent of the market.

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