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Stock impact report

Burger King's Whopper upgrade is a high-stakes bet on premiumization [Business Insider]

Shake Shack, Inc. Class A (SHAK) 
Last shake shack, inc. class a earnings: 2/24 04:05 pm Check Earnings Report
Julian Stratenschulte/picture alliance via Getty Images This story is available exclusively to Business Insider subscribers. Become an Insider and start reading now. Have an account? Log in Burger King announced on Thursday that it will "elevate" its iconic Whopper burger recipe. The move comes in response to fan feedback and diners growing more selective about where they spend. Fast-food giants have begun rolling out upgrades to core menu items to lure guests back. Burger King is tweaking its Whopper — and the changes don't just freshen a decades-old recipe; they also reposition its flagship product as part of the fast-food industry's broader premiumization push amid years of value wars The chain is betting that highly visible upgrades — including what a press release described as "a more premium, better tasting bun," and packaging designed to prevent the dreaded squish — can compete against its fellow quick-service restaurants as diners increasingly demand both qualit Show less Read more
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