BK thinks inside the Xbox

Burgers and video games have proven a savory combo for Miami-based Burger King and its hungry Value Meal patrons.

Since the fast-food chain launched a limited-edition collection of three Xbox games in November -- Pocketbike Racer, Big Bumpin', Sneak King -- sales of BK Value Meals have spiked to bring home meaty profits during the company's second quarter.

The world's second-largest burger chain said Tuesday its fiscal second-quarter profit jumped 41 percent to $38 million. Company officials cited consistently strong Value Meal sales and the video-game giveaway program for the positive report.

BK's games joined the ranks of other top-selling Xbox titles during the holiday shopping season with more than 3.2 million copies sold.

Compatible on both Xbox and Xbox 360 platforms, the games are based on some of the most popular genres including racing, action and adventure. They are still available at participating Burger King restaurants for a limited time only and while supplies last. The cost is $3.99 per game with the purchase of a BK Value Meal or $10.99 for the whole collection. (For more information, or to find a participating restaurant location, customers can visit www.bkgamer.com)

Video-game enthusiast Mike Rice, 22, of Fort Lauderdale, says he doesn't like Burger King but owns Sneak King and Pocketbike Racer.

"They're decent games for $3.99," Rice said.

In Sneak King, players act as Burger King's mascot, the King, who must hide from the townspeople and find creative ways to surprise them with Burger King menu items like burgers, fries, coffee and breakfast items, he said. In Pocketbike Racer, players act as the King and other BK mascots, such as the Whopper Jr., who ride around on mini-motorcycles and race toward the finish line.

All three games incorporate Burger King brand icons, such as the King and Subservient Chicken, into three-dimensional environments that aim to give players an entertaining experience. The games also feature multiplayer opportunities via Xbox Live, where players can gain points for accomplishing certain feats and can interact with one another.

"It builds a lot of buzz in grade schools and junior high and high schools," said Darren Tristano, executive vice president of Technomic, a Chicago-based research firm that specializes in fast-food retail trends. "It gives Burger King a cooler image."

Burger King, which has focused on offering its customers big portions with premium menu items such as the triple- and quadruple-layer BK Stacker burger, is targeting young men who want more food for their money, Tristano said.

The company's strategy appears to be working, he and others say. Total revenues in the second quarter climbed 9 percent to $559 million from $512 million.

Another key measure, sales at stores open at least a year, rose 3.7 percent worldwide and 4.4 percent in North America in the second quarter. The results represent the chain's 12th consecutive quarter of positive sales results and a financial turnaround for the once-ailing company, experts say.

As a result, Burger King issued its first quarterly dividend as a public company. The dividend payment of 6.25 cents per share will be paid on March 15 to shareholders of record as of the close of business on Feb. 15.

Burger King said Tuesday it expects more success with its breakfast value menu set to debut in February. The menu features 10 items priced at $1 and up and includes french toast sticks and a new Hamlette sandwich, made with ham, cheese and egg.

The company also is beginning an expansion into Asia, with restaurants opening in Indonesia beginning in June.