Burger King Mailer Seeks Traffic for Reopened Manhattan Store

Burger King Corp. yesterday mailed a booklet of coupons to entice local customer traffic to its newly reopened restaurant on New York's Liberty Street — just feet away from where the the World Trade Center fell in 2001.

The booklet was timed to coincide with the June 30 grand reopening of the store, which served as a morgue in the immediate aftermath of 9/11.

The 12-page booklet is headlined “Hello Neighbor! Quicker Service, Fresher Food & A Super Look Just for You.” A “Grand Reopening” blurb and a tag line, “Celebrating 45 Years of the Whopper,” feature alongside the Burger King logo and Whopper photo.

The itinerary for June 30 appears on the inside of the front cover. Events included the presence of a caricature artist, magician, a sweepstakes drawing, Mr. Broadway trivia session, cake-cutting ceremony and autographs by Miss New York State.

The booklet went to downtown residents, including those in Battery Park City, a development on the Hudson River that was created out of the landfill from the adjacent World Trade Center's development.

Dropped by Postmaster Sales Inc. in Jackson, MS, the booklet was addressed simply to occupants of the apartment number mentioned on the label. There was no targeting by name, though the offers are aimed as equally at children as adults.

Measuring 3.75 by 7.5 inches, the four-way-perforated booklet encloses 20 coupons. Expiring Sept. 30, the coupons are good only at the Liberty Street location.

Miami-based Burger King recently was sold by British spirits giant Diageo to a consortium comprising Texas Pacific Group, Goldman Sachs Capital Partners and Bain Capital. It has 11,350 restaurants nationwide and overseas, 91 percent of which are franchisee-run and owned.

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