Just read from another blog that Burger King has now launched a luxury burger that costs $170 dollars (1020 Swedish crowns)! This raises several questions - can a hamburger be classified as a luxury food item? Is it in the same category as caviar or champagne? Or is this hamburger just well over priced and its brand has taken on more than it can handle by entering the luxury food market? See also a related post where I comment on Burger King's plans to launch games on mobile phones - you have to really start to question what kind of brand strategy does BK have.
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