“We’d love to have everybody,” says Brenneman, in his office at a table supported by a plaster Whopper. “But you better figure out who will drive business.”
[...]
Burger King gets away with its food with ‘tude partly because, as No. 2, it doesn’t face the same public pressure as McDonald’s, the dark force in “Super Size Me.” “McDonald’s takes more of the brunt of the press and nutrition Nazis,” says Brenneman.

Worth reading the whole article, it touches on other issues related to PR too such as the fact that in order for BK’s plan to work the bad relationship between BK and franchisees has to stop and he his taking steps to get everyone working together. He sends out a weekly viocemail updating workers on progress.

And I’m with you - BK is definitely just tastier.