Totally bogus move played by the Euro styled American coffee king.
The newest Starbucks mermaid is a bit too streamlined. Anyone notice the reduction of words on the BK menu? By numbering and picturing their menu items, Burger King puts wordy descriptions and names in the grave. This marketing tactic would be helpful in the Middle Ages when illiteracy was at its peek, but it must still be useful for immigrants yet to learn American burger variations.