You gotta love Greg Brenneman. The new CEO at Burger King makes no apologies. And he has this mind blowing concept of giving the customer what they want. Brenneman points out that 13% of their customer base is what he calls the “super fan.” And they happen to make up 49% of their sales. So he caters to them. Like coming up with the artery-clogging 760-calorie Enormous Omelet Sandwich (which is about to overtake the Whopper in sales). Oh sure, there’s also veggie burgers (you’re welcome PETA) and salads. And it doesn’t hurt that McDonald’s takes most of the heat from the health-nuts because they are top-of-mind.

What does Brenneman say when he’s asked by reporters if fast food restaurants should be held responsible for helping the general public be more healthy?

He says that America was founded on choices. If you don’t want a Whopper, don�t buy one. What a concept.

And even more important to note is that Crispin Porter + Bogusky, Burger King’s ad agency, has done great creative work for Burger King when they were in the tank and now when they’re crawling out of it. In other words, even great advertising can’t move the revenue needle. It has to be a cultural change. It has to start from within a company.

And the King is back, baby.

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