Burger King’s ‘Superfan’ Might Just Be Your Grandma

You know that famous target of Burger King, the “superfan” that the chain has been courting with edgy campaigns such as “Whopper Virgins” and “SpongeBob SquareButt?” Well, it turns out a bunch of them qualify for AARP cards.

After years of talking about how it’s targeting young males who consume prodigious amounts of fast food, the Miami chain’s description of its target has recently 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.”

The actual qualification for a Burger King “superfan” is anyone who eats fast-food nine or 10 times per month. Interim CMO Mike Kappitt said the chain buys media targeting 18- to 49-year-olds.

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