Amid Slipping Sales, Burger King Is Now Courting Women

Burger King has been talking for years about how it's targeting 'The superfan', young males who consume prodigious amounts of fast food. But more recently Burger King's description of its target has become a lot more expansive.

"The superfan is merely a term coined by Burger King to describe the fast-food hamburger-restaurant industry's most frequent user,"Burger King CEO John Chidsey told investors during an earnings conference call last week. "To clarify, it's not just 18- to 34-year-old males, it's all ages and all household demographics, with over half of them having children. And interestingly, over 29% are 50 years of age or older."

Burger King appears to be broadening its once laser-like focus for a whopper of a reason: Sales have been slipping for nearly a year.