Burger King's slow march back to France

02/4/2013 | Bloomberg Businessweek

Burger King was out of France for 15 years, allowing rival McDonald's to capture the lion's share of the market, but now a partnership with Italian operator Autogrill has brought the brand back to France with a strategy that lets Burger King test the market without significant upfront investment. "They have the name recognition, that weird cult following in France,” said Euromonitor International analyst Michael Schaefer.

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