Tuesday, 17 December 2013

"C'est Le Retour du Roi" (Return of the King?)

The King is Back in Paris
After 16 years, the King has been restored in Paris.  No; not the Bourbons.  THE King.  The Burger King. In a headline story this morning in one of our local papers, it is being reported that the fast food chain has opened a new restaurant in the Gare Saint-Lazere Monday.  Burger King closed all of its French outlets in 1997 due to poor sales, but has in the past couple of years, returned in places such as the airport in Marseille, and most recently, an "aire" (rest stop) on the autoroute near Reims.

Well, the King has now come back to the capital.

Data provided by the local franchiser indicate that there has been an "explosion" or burger sales, with the average French person consuming 14 fast-food burgers in 2012.  No word on whether that "explosion" has been followed by others...

It must be tough being Burger King, however.  The article explains that the top offering for BK is its "le fameux 'Whopper'" - described as l'equivalent du Big Mac.

Defined, literally, by the competition.

The somewhat creepy "King" has been updated for the more sophisticated, Romantic French palate.  A sample of the made-over King is shown below.

The Burger King, Adapted to French Sensibilities
No word yet from authorities on whether it's merely a coincidence that the return of Burger King matched the recently revealed scandal of improper horse meat being introduced into the French food chain.

Details are still evolving.
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