Recent experience indicates that Burger King's locational emphasis can affect its performance consider- ably. For the first quarter of 2011, same-store sales fell 6 percent in North America. However, the drop was largely offset by gains in the rest of the world, so the global decline was only 3.6 percent During 2012, Wendy's King as second largest burger chain in the United State To counter this loss of position, Burger King has been augmenting its menu with new items, changing its advertising focus, and getting franchisees to modernize their stores. At the same time, as the case indicates, the company planning unprecedented international expansion.ln fact, some of its competitors have expanded abroad much more than Burger King, which may indicate that it has untapped potential.