QSR looks to the King

Article Excerpt

RESTAURANT BRANDS INTERNATIONAL $37.46 (New York symbol QSR; TSINetwork Rating: Average) (905-845-6511; www.rbi.com; Shares outstanding: 467.0 million; Market cap: $17.5 billion; Dividend yield: 1.0%) has joined McDonald’s and KFC in bringing back old mascots. The company’s Burger King chain is now using its big-headed “King” mascot in its advertising for the first time since 2011. The move follows KFC’s reintroduction of Colonel Sanders after a 21-year absence, while McDonald’s brought back the Hamburglar after more than a decade. Burger King recently paid $200,000 to have the King appear live on TV at the Belmont Stakes horse race. In May, the company reportedly paid $1 million to have the King included in Floyd Mayweather’s entourage during his Las Vegas boxing match. Restaurant Brands is still a hold. hold…