Miami's Burger King Not Tops In Zagat Survey

MIAMI (CBSMiami) - Miami-based Burger King is in the middle of remaking itself, with a new ad campaign, new products, and a new target audience, and if the readers who responded to a new Zagat survey are to be believed, the changes come in the nick of time.

The number three fast food chain, behind McDonald's and Subway, was part of the 2011 Zagat FastFood Survey, with results coming from readers of the guide publications. That survey did not rate Burger King number 1 in any category, and in some categories, it was a no show.

According to Zagat, Wendy's was rated as having the top food in the "Mega Chains" category of restaurants with more that 5 thousand US locations. Burger King came in at #5, and McDonalds didn't even make the list,

In the Top Service category, Subway, Wendy's, and McDonald's took the top three spots, while Burger King was a no-show in the top 5. In the Top Facilities category it squeaked in at number 4.

Burger King did a bit better when it came to food, but it's apparent Zagat readers do not find it a favorite.

In the Best Burger category, BK was number 4, but still ahead of McDonald's. Best burger for Zagat readers? The rapidly expanding Five Guys chain. Burger King's fish sandwich was rated fifth in the Best Fish category

In the crucial Best French Fries category, Burger King didn't even make the top 5, while McDonald's topped the list.

Burger King was also no-shows in the Best Coffee, Best Value, Best Breakfast Sandwich, and Best Milkshake categories.

Zagat readers even disrespected the Burger King Drive Thru, leaving it off the list of the 5 best. It did rate Burger King as #3 among Most Child Friendly restaurants, and it was #4 on the Best Value Menu category, but McDonald's took the top spot in each section.

Brazil-based 3G Capital Partners took over Burger King in 2010, and after firing a  host of head-office workers, it moved to fix damaged relations with franchisees. As part of an effort to grow the brand, it fired it's long-time advertising agency and retired "The King" as spokesperson.

Within the last month, BK has rolled out a number of new menu items, including Oatmeal for breakfast, something competitor McDonald's has been doing for almost a year.