Burger King's new hip marketing mantra -- branded Xbox video games, multiple appearances by The King in Jay Leno skits, a popular page on MySpace -- seems to be paying off, as the fast-food chain just reported its 12-straight quarter of global revenue growth at stores open at least one year. Its new cool-factor notwithstanding, BK still trails McDonald's, which has posted stronger sales growth and is expanding twice as fast.

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