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Advertising Age reports that “after years of talking about how it's targeting young males who consume prodigious amounts of fast food,” Burger King now is getting more expansive in its description of its core/target consumer - “anyone who eats fast-food nine or 10 times per month” - as the fast feeder targets its media buys at people between the age of 18 and 49.

There are two reasons for this. One is that Burger King has seen its sales and market share slip, and so it needs to define its audience more broadly so that it can generate more sales. At the same time, it makes sense to try to sell more fast food to people who already are eating its products, and so when Burger King found out that 29 percent of its patrons were 50 years old or older, it simply followed that marketing efforts needed to follow the money.
KC's View:
I know I’m going to be accused of being a gastronomic elitist, but I find it profoundly depressing that anyone - especially people my age, who ought to know better - would eat fast food nine or 10 times per month.