The Impossible 'to Stomach' Whopper

2/22/2020

by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

Green bumps, black specks, white fuzz. You saw the telltale signs when a piece of once fresh fruit or an edible vegetable fell to the back of a refrigerator drawer where it laid low for a few months. It took a deep breath and all the courage you could muster to pick up the nauseating produce and pitch it into the trash. So, why would one of the world’s leading fast food restaurants want consumers to see its most iconic menu item in a similarly sickening state?

Few food companies have the mettle to play with such fire, but one known for flame-broiling and often flagrant marketing does: Burger King. The fast food icon recently launched a “global, integrated advertising campaign showing its iconic Whopper® sandwich covered in mold.”

A video from the company begins with the staging of a very attractive Whopper. Then, against a music bed of “What a difference a day makes,” filming turns to a rapid time lapse and the burger ages abhorrently before our eyes.

First, the lettuce starts to wither. Then the bun sags and mayonnaise melts. Before we can look away, white fuzz flows over the beef patty and a green/blue ‘foam’ appears, making a cross-section closeup look like a storm at sea. Thankfully, the camera pans out, but only to show a bun enveloped in mold with some black substance oozing from the burger’s epicenter.

The visual agony eventually ends as a text overlay briefly appears: “The Whopper DAY 34.” The grotesque burger vanishes into an all-black screen that frames the tagline “THE BEAUTY OF NO ARTIFICIAL PRESERVATIVES,” followed by an all-white Burger King logo.

Most organizations agonize over advertisements, trying to ensure that their products are presented in the most positive light. Those in food industries seem especially attuned to their ads’ optical appeal, and for good reason: Studies have found that visual stimuli such as color, evenness, and shape “exert cognitive top-down influences that can and sometimes do alter assessments of taste and flavor.” In other words, there is truth to the old adage: ‘We eat with our eyes.’

So, why would Burger King flame-broil conventional wisdom by plating a burger that could make the Geico racoons retch?

The main reason stems from the spot’s tagline, “The beauty of no artificial preservatives.” The company wants consumers to realize that it has made a clean-break from past practice and it no longer uses nonorganic life-extenders, at least not in “most European countries and select markets in the United States.” Furthermore, according to Christopher Finazzo, Burger King’s Americas President:

“The Burger King® brand is currently rolling out the Whopper® sandwich with no preservatives, colors, or flavors from artificial sources in the U.S. The product is already available in more than 400 restaurants in the country and will reach all restaurants throughout the year.”

Unfortunately, in terms of touting “real food,” Burger is painfully late to the game. Chipotle, Panera, and a crowd of fast-casual restaurants have been making that claim for a few decades. Even many processed food manufacturers, like General Mills, have kept better pace with consumer desires for healthier food. The company has already removed artificial ingredients from most of its cereals.

So, maybe Burger King needed to do something shocking to grab the attention of a populace likely to overlook or be unimpressed by what is an increasingly common change. The promotion certainly has gained the company free media exposure and gotten marketers like me talking about it.

A similar tact also must have worked, at least somewhat, when the firm unearthed its Halloween-inspired “Nightmare King” in the fall of 2018. Although it never seemed that the green-bun burger was a big seller, it did grab headlines and likely helped keep the restaurant top-of-mind among those who frequent fast food.

It’s also possible that the Moldy Whopper promo resonates with Gen Zs and Millennials, who are used to unconventional advertising and who demand transparency from the brands they buy. These age cohorts might uniquely appreciate the combination of candor and irreverence.

Still, the avant-garde ad campaign takes an extraordinary and nearly unprecedented risk by essentially forgoing the Maslow-level-one appeal of appetizing food. Maybe having “no artificial preservatives” hits a higher tier of the hierarchy, such as safety or self-esteem, but according to the theory, people’s desires will never ascend to those upper levels if their hunger is unsatisfied.

Burger King apparently is banking on viewers remembering the pristine burger that appears at the beginning of the ad for a few seconds, rather than the progressively repulsive Whopper that fills the other forty-five seconds. “Negativity bias,” however, upends that hope: Our brains are “simply built with a greater sensitivity to unpleasant news.” Said another way, there are some things we simply can’t ‘unsee’ and a mold-covered Whopper is probably one of them.

Although few organizations are so daring as to cast their products in a negative light, many do fall into the same general AIDA-defying trap: In an all-out effort to grab attention and retain interest, they sacrifice desire and action. As evidence, recall all the commercials you can from the last Super Bowl, then try to remember the companies responsible for each of them.

Like many other restaurants, Burger King is in an existential battle with all kinds of new competitors, especially those in the fast-casual space. It’s great that the fast food icon has taken steps to make some of its menu items more user-friendly, but those health benefits will never accrue to people who are put off by what they see in the company’s stomach-turning promotion. The new burger may be better for you, but etching the image of a moldy Whopper onto people's minds must be “Simple-Minded Marketing.”

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27 Comments

Brooke Burton

2/25/2020 11:06:59 pm

After reading through the Mindful Matters blog posts, I felt a strong urge to share my opinion on Burger King’s new advertising strategy. The company’s new campaign for their infamous “Whopper” showcases the burger through a brutally honest time lapse of decay. As mold and ogre colored fuzz overtook the burger’s components, I began to feel nauseous and seasick. I would like to consider myself to have a strong stomach too, so I pity the person who identifies as “squeamish.” I would advise many people to steer clear from watching this ad prior to or directly after consuming a meal. Within ten seconds, the video managed to demolish my once steady and passionate relationship with hamburgers. My mind’s headquarters quickly flashed its warning lights, shutting down my constant and ever-growing appetite. Instead of relishing in a savory moment, I was left in despair. My only companion: a broken heart.
In some vegan* communities, I understand the appeal for nutritious and natural ingredients. However, organic lovers will not be swayed by Burger King’s new campaign. Burger King’s target market understands the risks associated with the fast food brand, so the prospect of fresh lettuce is not. This new promotion could potentially push more consumers away, because of its degrading and grotesque nature. There are countless alternatives to promoting the chain’s commitment to serving natural ingredients. This ad could have provoked bellies to grumble and mouths to salivate, but it ended up causing stomachs to turn.
*I hope you will not take offense to the vegan comment. I don’t think you’re a vegan, because of the Wahoo’s endorsement, but just in case.

Hunter Hazen link

2/25/2020 11:36:58 pm

Personally, I do not mind the advertising campaign Burger King is putting on. It is refreshing to know that a company like Burger King, who is not known for being a “healthy” option, is making decisions with the consumer in mind. I like that Burger King is attempting to change their image as a fast food restaurant. I am big into eating healthy, so this advertisement is actually appealing to me when I look at the overall message they are trying too send.

The problem with this marketing campaign is the visuals. Nobody likes to see moldy food. If I were not paying close attention, I would miss the mention of healthier ingredients entirely. Burger King is making a mistake by showing one of their top products, the Whopper, in a bad light. I guarantee that there was a better way to notify customers of the change in ingredients. This is a bad marketing campaign that is definitely “Simple-Minded”.

The last point I would like to make is regarding the direction of Burger King as a whole. I personally like Burger King switching to healthier alternatives, but overall I do not believe this is a good move for the company. I have only eaten at a Burger King maybe two or three times in my life, and therefore I am not representative of their target market. Burger King is not known for being a healthy place to eat, and their loyal customers largely know to expect this when dining there. Switching to healthier dining options is likely a mistake given their existing reputation. I believe Burger King is risking a large portion of their consumer base by making these business decisions. If I owned Burger King stock I would definitely be in “Sell” mode right now.

Andrew Puleo

2/26/2020 02:14:17 pm

The idea of presenting a transparent view of a burger without preservatives was great in theory. However, in reality, the viewer will not be able to get that image out of their head. The whopper will seem less appealing and Burger King’s healthy message will not be carried across to the viewers.
This attempt by Burger King was very simple-minded. They try to carry across society values, but this is at the cost of losing stakeholder’s value. It is even questionable whether they are even presenting something that upholds societal value.

Overall, I think Burger King may have just hurt themselves instead of helping themselves

Christina Wills

2/26/2020 04:06:42 pm

Personally, I found that this ad did more harm than good in making me want to buy that product. It did not make me want to eat that burger, especially being left with the image of a mold-covered sandwich at the end of the ad. Yes, I do belong to the Gen Z cohort, and sure I appreciate the honesty and the shock of this ad, but I wouldn't go so far as to say it makes me want to buy from BK any more than I already am (which is hardly ever).

If I'm buying fast food, it's not because I want or expect food that is free of preservatives. I don't expect the food that I buy from these companies to last very long (let only 34 days) because I'm generally looking for an on-the-go solution to my hunger, so I don't care if it does or odes not contain preservatives. A burger with or without preservatives will not change my desire for that food if that's what I'm already craving, but the horrifying image of a molding bun may have scarred me for quite a while.

Clayton Andrews

2/26/2020 04:24:45 pm

I found this promotion to be incredibly strange. While it is important that fast food corporations maintain a high quality when it comes to their product, the actual visual of a moldy burger was unsettling to say the least. While there is a reason for this, it still just comes across at very odd. Most people tend to buy things from commercials with their eyes, and using tempting visuals can greatly influence an individual's choice. The average person who buys fast food is not generally concerned with the preservatives applied to their food, even though a few may be. Fast food grew popular when people realized they could get fast, cheap, and easy food. If someone is looking for a healthy option as far as what or where to eat, Burger King will hardly cross their mind. As far as healthy food options go, the average consumer would much rather go to a fast casual dining area, as their particular places take more care and are "playing their own game" so to speak. Burger King's promotion made me a little sick and uneasy, and I doubt anyone finished watching that commercial with a smile. While it might prove a point to show how their burger is healthier and safer, it comes at a tremendous cost. They are no longer known as a giant of the fast food industry, and are rather trying promotion ideas that could be seen as a "gimmick", in order to draw a different type of customer. The best advice I could give to Burger King would be to stay in your lane. Trying to be something you are not is not a recommended strategy, and using tactics like these is hardly an upgrade. So in conclusion, while appealing to a healthy and fresher choice, Burger King has sacrificed one of its main assets, which is why I consider it single-minded.

Megan Conley

2/26/2020 04:27:04 pm

After reading the other comments I found myself agreeing, but also taking a more positive approach to this ad. I understand that the moldy burger is not very appealing to many people so they would not like the ad. I also agree that many people who go there are looking for. a quick solution to their hunger, and sometimes care less about the health impact. I also agree in saying that if people would take a quick glance at this ad it would not make people want to go there, because it seems like their food is just moldy. This picture could come off the wrong way to people and make their food less appealing.

However, I also believe that they have a good message behind the gross picture. I agree that many people in Gen Z now want healthy options and fresh choices. All Burger King was trying to do is fit into this generation and increase their sales. After watching the video and understanding what the picture is trying to say, it makes this usually fatty fast food place feel more appealing to me. Yes, this image does stick in your head, but if you can get past the picture and understand the message you might choose to go to BK for their fresh food.

Amelia Crouse

2/26/2020 06:32:10 pm

In my opinion, Burger King took a big risk by advertising a moldy burger. An image like that is not easily removed from ones mind and could possibly contribute to a lose of customers. But, on the other hand, as other comments noted, those dining at Burger King are more than likely not worried about their food consumption, but rather are concerned about getting a fast meal.
With this being said, I believe that Burger King took the right risk to show they are serving products with no artificial preservatives. Because they are comparably late to the no artificial preservatives game, it was important for Burger King to make such a public, and memorable statement. As a Gen-Zer myself, I do agree that we are looking for fresher choices, and after seeing the efforts taken by Burger King, I feel we might just view this fast food restaurant as more appealing.

Jordan Holman

2/26/2020 07:21:55 pm

When I first look at Burger King’s marketing of their burger with no preservatives it does not make us want to eat at Burger King. Usually if I was watching a commercial or saw a picture of a restaurant’s food it looks pretty and makes us want to eat it. I understand their thought process behind this marketing decision, but I don’t think it will get them anymore customers than they already get. I feel they could lose some customer if anything. If food looks good to the eye most of the time people want to eat that food. I do think Burger King had the right mind set of making their food healthier for there customers, but I don’t think it was the best idea when it comes to their stakeholders. I do agree with the blogs decision about Burger King being simple-minded.

Emma

2/26/2020 08:38:33 pm

I think that burger kings new advertisement is very unique. I like the way they are showing that their burgers do go bad compared to their old ones. It shows how they don't just artificial ingredients in their burger anymore. Which as a consumer is nice to know but also if I was going to eat at Burger King I mostly wouldn't be worried about what was in the burger because I know that their burgers aren't the healthiest thing to eat. The way that the video showed their food made it look really good and almost made me want to eat it. I don't know if this will increase their sales because they changed their ingredients but they know that their customers will be putting better food in their body compared to what they used to be consuming. It was really risky to put a video out to the public of a good burger go bad and become really moldy and gross.

Cole Kellison

2/26/2020 10:45:58 pm

At first, after viewing this ad, I was torn whether I thought it was going to be a successful ad. I get what they are trying to do with it. It is undeniable to see the difference between a Burger King burger and a burger from a competitor like McDonald's. The burger from Burger King will actually decompose in a short time whereas others' burgers barely decompose at all due to all of the preservatives in it. After thinking about this add, and the idea of a fast food restaurant, I do not think that advertising a healthier option like this will increase sales. Even though it is a great idea to offer healthier food, I believe the type of restaurant needs to be thought about. When someone chooses to eat at a fast food restaurant, the nutritional value of the meal usually is not the main concern. The main reason one eats at a fast food restaurant is convenience. It is cheap and quick. Those who are getting their food from a fast food restaurant are willing to sacrifice a little nutritional value for the convenience. I believe that Burger King might have missed it with this ad. I would agree with the article that it was a simple-minded ad.

Deo Gracias

2/26/2020 11:37:20 pm

Burger king idea of showing the whopper in a bad position was not the best. I personally love everything from burger king, but after seeing this ad, I don't think I will go there any time soon. I can't picture the good looking burger that I always crave for anymore, all I see is this moldy burger.
I understand that it was a huge progress for them, since they have been offering artificial preserved burgers for years. It seems like burger king is trying to offer healthier food like fast casual restaurant, but still have the title of a fast food restaurant. Let's also not forget the fact that people don't really care when it comes to eating fast food. Most of them are aware that it is not good for their health but still eat it. The reason they do, is because it is cheap and fast. What if the healthier whopper does not taste like the old one? will people still buy them? personally I will not buy it, if it does not tastes like the ones I have been eating for years.

Daniel Walsh

2/26/2020 11:40:27 pm

Burger King's new ad is one that sticks to the mind after viewing for quite some time. While it is certainly memorable one would question whether or not it is a good sort of memorable. If one believes the motto that any publicity is good publicity then this Burger King advertisement certainly hit the mark. However, I don't think that this ad hits the mark. The idea and image of a decomposing burger is too much to overcome. While Burger King should be commended for using real ingredients and removing preservatives the way that they announced this change leaves much to be desired. One thing the advertisement does well is that it makes me not want to eat at Burger King's competitors, seeing a decomposing burger makes me thing how a McDonalds burger of the same age would look brand new. Overall I think this ad is very clearly simple minded. It attempts to show a societal value being upheld but doesn't do much to increase stockholder value.

Hope Thomas

2/26/2020 11:49:00 pm

The Burger King ad is definitely strange. I am not used to seeing an ad that shows the production that it is trying to promote in a negative way. Although it may look gross, it definitely gets its point across. The ad makes a person think about all of the chemicals that must be in foods that keep them looking fresh. Considering how much the sandwich changed, it shows how many preservatives must be in other sandwiches to keep them fresh. This is a decision that will make many people happy and the ad definitely makes it clear that the company has made the decision. The problem is that the images were so clear. It would not be surprising if the ad also turns many people away. Personally I do not like to eat fast food anyway. Seeing the ad has added makes me want to eat all fast food even less. I do not know how the ad will impact people who regularly eat fast food. Many people may be happy and will eat Burger King over other fast food restaurants. If this is the case then I think that the ad was a good move. However I agree that some people may just not be able to get the picture out of their heads. If this is the case then the ad may have potentially turned people away from the product. It is also possible that if that is the case from some people that they may be turned off of fast food burgers all together, regardless of where the burger is from. It all ultimately comes down to how each person sees it. The ad will impact every person differently and every person has a different opinion of the quality of fast food.

Isaac

2/27/2020 07:42:08 am

Did this get the message across? I would say so. Was it a bit overkill? Maybe. But, are people really going to stop eating at Burger King because they saw a video of a moldy burger? I really don't think so. Sometimes you need something really shocking to get the point across. It can be easy for customers to forget about artificial preservatives when they're eating fast food. Burger King doesn't really have a reputation for being the healthiest of options, so why would customers care about preservatives. To really get their point across, of being less artificial, maybe burger king thought they needed something that would really shock people. Maybe they were trying to be more vulnerable with their customers, even if in the short term people are a bit grossed out. I honestly think they could have gotten the point across a little better. And additionally, I would consider this to be mindless. Their intentions here are just really working against their goal of pleasing customers.

Nick Nunez

2/27/2020 09:14:47 am

I agree with the Mindful Mix where it said that this strategy from Burger King is Simple-Minded. I mean, if you have a liking for Burger King's Whopper, this is type of a good news/bad news kind of thing. The good news is, the company is seemingly planning to free its distinctive product of preservatives by the end of the year. The bad news is that Burger King considered you should see what that means, really what it looks like after 34 days.
In my opinion, no one picks fast food because they think it's healthy for them. We, the consumers, eat it because it's close to us and commonly cheap. On the other hand, any time a company, like Burger King, takes steps to make their food a little bit bad for us, that's is actually a good thing. Withdrawing preservatives is a good first step. McDonald's lately did the same.
Naturally, McDonald's also made a hamburger that managed to survive mostly unharmed for around 20 years. Those are some serious preservatives if still looks good 20 years later. It is surprising that companies are rethinking whether that's such a good plan. I mean, if you're going to order a Whopper, I advise eating it before it looks like the one in the ad, but that's probably beside the point. In reality, I'm not completely sure I personally will be ordering a Whopper any time soon with that picture glued in my mind. With that being said, there are two points that came across this. The objective of any ad is to be memorable. In order to get people determined about taking action, these people first have to rethink your message amongst the aggressiveness of media they utilize on a daily basis. With that being said, this ad certainly does that. Believe me when a say, a moldy Whopper is not an representation of this beloved burger you'll soon forget which guides us to the second point. Burger King is no stranger to tense advertising. Not long ago, it broadcast an ad that added the 'd' word, specially to object from some conservative groups. That doesn't mean edge is spontaneously bad, but it's necessary to comprehend where the line is for your brand. Though that's discrete for every company, taking account that sometimes a keen edge may leave some of your customers feeling shot down.
These two points live in tightness and harmony. As advertisers, the chasing of being unforgettable often means walking up to, or above, the line. That's unavoidable as brands try to be more and more memorable. The thing about this ad campaign is that as much as you probably don't want to look at a moldy Whopper, it's hard to look away. It's hard not to get the message, but it certainly makes its point.

Bobby

2/27/2020 10:22:18 am

The Impossible Whopper alternative marketing campaign, in my opinion, was both a hit and a miss. For the frequent whopper consumers, this is excellent news; the Whopper is now a healthier option containing fewer preservatives, which helps reinforce customer confidence. The downside to this marketing campaign is the fact that it portrays Burger King's Classic menu item in an extremely unappetizing way. The repulsive image of the rotting Whopper makes the casual view lose their appetite rather than crave the product. Another reason why this advertisement fails is the fact that one-hundred percent of people buy fast food are not concerned about the health ramifications. The purpose of fast food is cheap, low quality that tastes decent. If you had chosen to get fast food at say your local Burger King, you have already decided to forfeit your long-term cardiovascular health. This campaign could be useful if Burger King decided to make a comparison ad with its competitors. They could create an add showing the decay (or lack thereof) of other competitors hamburgers compared to the Whopper, making a strong connection between the decay of the Whopper and the lack of unnatural preservatives.

Kylie Bell

2/27/2020 10:31:33 am

The idea behind advertising the effects of a burger with no preservatives was a very bold move on the company's end, but I honestly can’t get past the image in my head of the very moldy burger. I appreciate that the company who isn’t known for their “healthy” menu items was trying to depict to their audience that they are trying to make other options that aren’t as bad for you, but the way they portrayed the visuals was risky. And I understand that Burger King was trying to “fit into” the new generations obsessiveness with healthy eating, which could work for them, as long as everyone understands the meaning behind the video and can get past the image of the moldy whopper. I’m not sure if this has given the company more sales, but it has given them a lot of free media exposure, as stated in the article. I agree with the outcome of saying this must’ve been a simple-minded decision.

Dylan Symonds

2/27/2020 01:20:13 pm

I completely respect what Burger King was trying to do with this advertisement. People in today's society have made it well known that truth and transparency about products are a must. Burger Kings effort with this moldy and unappealing burger was to make a key statement that they do not use artificial preservatives. I believe that this was a great statement that needed to be made however I don't think they should have gone to such limits just to make it known they do not use artificial preservatives. The reason I say this is because even though it does not personally affect me; there are plenty of people out there that will probably not want to try a Whopper from Burger King solely because the image of a moldy and disgusting Whopper will be remembered. Overall, I appreciate what Burger King is trying to do with the full transparency about their ingredients but maybe next time they can try and learn from this advertisement.

Emily

3/6/2020 08:05:07 pm

After reading this post, I went straight to YouTube to watch this video myself. The video was so captivating in such a grotesque way. I think Burger King was very successful in grabbing the attention of many consumers and potential consumers, but for me personally, the advertisement did not make me want to rush to the nearest Burger King for a Whopper. This was definitely a very unique advertisement and I admire Burger King for being so open, transparent, and taking a risk with this video. They really wanted to get the message out that their ingredients are real and fresh, unlike some of their competitors, such as McDonald's, whose burgers do not rot due to preservatives. However, as mentioned in the post, the advertisement simply leaves me with the image of a moldy burger associated with Burger King. I agree that this advertisement was simple-minded marketing.

Danny Sachoff

3/19/2020 05:42:42 pm

After watching this advertisement for myself, I think that although very captivating, this commercial is not effective in making me want to go eat a whopper at Burger King. I think that ultimately I can't get the visual of the rotten food out of my head and this will continue to discourage me from eating at Burger King for as long as I can remember the advertisement. Like was mentioned in the blog post, my desires and action are not appealed to in this video. Although I think that the advertisement is ineffective in convincing someone to eat a whopper at Burger King, it does certainly bring them a lot of attention and gets hype to build around their brand.

Clarissa H

3/19/2020 07:32:24 pm

Unlike the fake and plastic-looking advertisements, I actually appreciated Burger King’s new method! However, maybe they should have taken a less serious approach. For example, they could have made the commercial in cartoon version.

Kyle G

3/21/2020 11:13:39 pm

I like the boldness and creativity of Burger King. They took a big step and choose to show a video of their moldy food. Who really eats Burger Kind anyway. I think that millennials and gen z will draw towards this marketing. First, our generation is very health conscious and cares about what they eat. Also, they respond better to unconventional marketing techniques.

Katelin I

3/22/2020 04:06:06 am

Burger King successfully got everyone's attention but their efforts to convert viewers into customers was a total flop. Their marketing team was so focused on memorably communicating their outdated change to natural ingredients that they overlooked the impact of negating their brands reputation for good taste, which you think would always be a priority for a food establishment.They unwisely risked their products tasty positioning to make a bold statement and must now fight the deterring image of a rotting whopper in everyone's minds. I won't be buying a whopper for at least a few months.

Anna

3/23/2020 04:10:42 pm

Burger King had the wrong goal. The goal in mind should always be an increase in sales or something of that sort. But because they were so focused on just getting everyone's attention they lost sight of what this ad should have and could have produced, more customers. They risked the reputation of their product to get views and they suffered because of it.

Clayton Owens

3/24/2020 12:45:24 am

It is defiantly risky to play with fire. But when you can control fire it can be very advantageous. Burger King played with fire and did not burn themselves. I believed since Burger King was such out of play by other food competitors it had to make a stand out move. By having a marketing campaign to expose their product in a "negative light", they took that chance and it paid off.

Saritwat Sririntrachai

3/26/2020 02:34:28 am

In my opinion, through Burger King's unique approach on the ad, it really caught my attention. However, with the approach they had taken, they would certainly receive various kinds of feedback, both positives and negatives. But I personally see it as a great idea, emphasizing on the fact that they used no preservatives. And I do not think that it had damaged the burger's image as much as they still showed a perfect looking one in the beginning.

Anna

10/29/2020 10:27:47 pm

I think they are taking a big risk when they are willing to show their product in a bad light. But I also have to appreciate their gall in being willing to post a decaying Whopper as their ad. It gets the point across very efficiently the only problem is it might be too efficient in making their point. People might now think that they will be sacrificing fresh food for soggy lettuce, or a moldy bun and that might turn many customers away especially since it is a fast food chain and those aren't exactly known for their fresh food. I think it's a risky venture and might work out in the long term, but in the short term they will potentially lose many customers.

The Impossible 'to Stomach' Whopper

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