Burger King’s innovative strategy: viral menus and limited collectibles

Back in July, Burger King created a viral sensation in Thailand with a ‘real cheeseburger’, a bun filled with as many as 20 slices of American cheese. It retailed for around $3, and many people took to TikTok to post videos of trying the new creation. Strategies like this have become commonplace in the fast food sector, as restaurants seek to generate publicity and drive sales by rolling out outrageous gastronomic creations that they hope will become viral sensations. By comparison, the long

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