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Burger King Upping Ante in Fight for French Customers

Burger King plans to take 20% of fast-food sales in France


Burger King Worldwide (BKW) is planning to open more stores in France as it ups the ante in a fight for customers with McDonald’s (MCD)

Burger King Worldwide NYSE:BKWBurger King reentered the French market last year after it pulled out of it in 1997. The fast-food chain currently has three stores in the country through its venture with Autogrill SpA and is planning to open a fourth one in Paris’s Saint-Lazare train station on Dec. 17. Burger King will have to compete against around 1,250 McDonald’s locations and the European hamburger joint Quick. Burger King is hoping to secure around 20% of fast-food sales in the country, reports Bloomberg.

Burger King plans to open more stores in France next year. These stores will be part of the company’s joint venture with Bertrand Holding and Naxicap Partners. In the fast-food chain’s previous venture into France, it teamed up with Grand Metropolitan, which later became Diageo, but a lack of funding caused many stores to become run-down, Bloomberg notes.

“France is one of the largest quick service restaurant markets in Europe and we have been waiting to find the perfect partner that shares our dream of growing our brand here in the right way,” Jose Cil, president of Burger King’s Europe, Middle East and Africa area, told Market Watch.

Article printed from InvestorPlace Media,

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