If Burger King was flying under peoples' radars for a while,that has certainly changed.

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A private-equity firm named 3G Capitalis buying out the burger chain for $3.3 billion. Thecompany is launching a more upscale concept called the Whopper Bar thatsells more of a high-end product, offers pizza-sized burgers andwill sell alcoholic beverages. Finally, management just announcedit will overhaul and expand its breakfast menu.

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But will any of these developments be enough for Burger King totake on McDonald's, its bigger and badder rival?

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A recent Business Week article seems makes it seemunlikely. For one thing, McDonald's dwarfs Burger Kinglocation wise, with 32,466 compared to 12,174. Plus, McDonald'smarkets to a broader audience than Burger King, which mostlytargets young men in its advertisements.

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The article says that observers think the new owners will try tocut costs and expand internationally. But one of thecriticisms from observers and those that have watched the chain isthat the company hasn't spent enough money on revampingthe menu and updating the physical restaurants.

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Do you think the new ownership and initiatives will help BurgerKing turn around, or will the consumer always think of McDonald'sas the go-to burger option?

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