For five years, Burger King Holdings Inc. was on a roll, successfully courting its "super fans" -- 18- to 34-year-olds who account for half of all visits to Burger King restaurants.
Thanks to high unemployment and healthier eating habits, those super fans haven't been so super lately. Burger King has felt the impact more acutely than its main rival, McDonald's Corp., whose sales are growing.
Couple this with the fact that much of the "super-fan" demographic is now unemployed at a record rate and you have the recipe for an earnings decline. I guess eating Ramen that is $1.23 per serving might be a better deal then even a $5 value meal.
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