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A few days ago was the first time I set foot in a Burger King in years; I was impressed with what they are doing with their image. For example, the drink machines have diagrams of recipes for mixing fountain drinks (also known as "suicide sodas") and a suggestion list for softdrink and burger pairings.
I spent $5.00 on this sweet addition to my wallet - the BK Crown Card (it's a rechargeable Burger King gift card). It looks like a credit card, complete with embossed number and sparkly "King" hologram.