Under the youthful and driven guidance of CEO Daniel Schwartz, Burger King has been on a roll. Well, even more of a roll that the original Whopper came on. And now the burgeoning fast food franchise has introduced the extra long cheeseburger to its menu.
True to Schwartz’s enthusiastic style — and to consumers’ need to feel they’re getting great value — Burger King just skipped right over the “long cheeseburger” to get to the extra long. Extra usually indicates something more than previously offered — in this case, for instance, even longer than our long cheeseburger. But Burger King doesn’t have a long cheeseburger, only round ones. The extra long cheeseburger actually has two round burgers, placed side-by-side instead of stacked top-and-bottom as in the mere double cheeseburger. That’s innovation, baby! Extra long innovation. Burger King says the extra long cheeseburger is “long on flavor.”
