Which now brings us back to Burger King’s unconventional new ad. As we get a close-up shot of the moldy fuzz growing on the meat, the shriveled lettuce and the blue tint on the bun, the words ...

It's no wonder: most fast food is full of additives. In a category low on trust, Burger King fares worse. Our food quality perception scores are low–and if people don't feel good about our food, they ...

Improve Burger King's (BK) quality perception, a key barrier for consideration and thus visitation. Why? The fast-food industry has a famously bad reputation, built on poor-quality, additive-ridden ...