You can't have the orange juice with the BK Broiler Meal. There's no key here on my computer to make the substitution, so I can't let you do it. I'll take the BK Broiler meal, with orange juice. You are about to make me a happy customer. Somewhere deep inside Burger King, computer programmers design point of purchase terminals to carefully limit the choices and options of customers around the world.
Accountants are happy.
The daily sales reports are neat and accurate and clean. But at the counter of the restaurants, face to face between customers and staff, both parties experience frustration. After this article first came out, Burger King called and invited me to lunch. They asked me to tell my story. They asked me for suggestions.