Looking back, the main problem with Burger King's 2004 status in the eyes of the public was that consumers

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The article states that the main problem with Burger King's 2004 status in the eyes of the public was that consumers thought it was "boring and irrelevant." This suggests that the issue was not a lack of familiarity with the brand or confusion with other fast food outlets, but rather a perception that Burger King was not interesting or relevant to consumers.

Looking Back, the Main Problem with Burger King's 2004 Status