Burger King's North American president, Alex Macedo, thinks the chain's advertising has found the right balance between promoting premium products and value items. The shift during the first quarter, however, was not enough to stanch a first-quarter 3% same-store sales loss in the U.S. and Canada, as well as 1.4% globally. Macedo warned investors that year-over-year sales in April will likely disappoint, as last April the chain rolled out new menu items with a campaign spearheaded by Mother, which is BK's lead shop.

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