The first complete year of presence of Burger King fast-foodrestaurant chain, a domestic market franchise controlled byAtlantic Restaurant System, allows for a comparison with its globalrival McDonald's, which arrived in Romania 15 years ago. BurgerKing had receipts worth 3m euros (12.7m RON) in 2009, meaning thateach of the 6 outlets the company managed to open by late 2009 hadaverage annual receipts of 500,000 euros, namely daily sales of1,400 euros. By comparison, its direct rival, McDonald's, whichreached 60 restaurants in 2009 and total turnover worth around 100meuros (419.1m RON) posted average daily sales of 4,600 euros in asingle outlet, over three times more than Burger King. Thedifference can be accounted for by the fact that McDonald's hasfocused on large restaurants of the drive-thru type attracting moreclients than those located in malls. This year, Burger King, whichhas opened another two units, announced it would change itsexpansion strategy, counting only on street front locations forindependent restaurants and of the drive type.
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