BKW

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We probably should have seen this coming. After all, for the last few months, Burger King Worldwide (NYSE: BKW ) has taken its royal crown back amid strategic moves aimed directly at dethroning its larger rival McDonald's (NYSE: MCD ) . The latest policy change from Burger King threatens a key McDonald's demographic as the Home of the Whopper ups the stakes.

Domestic same-store sales growth for McDonald's has gone from bad to worse. This started right around the time Burger King began its one-on-one card game with the launch of Satisfries last September. The company boasts that the fries have "40% less fat [and] 30% fewer calories than the leading French fries." The leading French fries being the ones McDonald's serves, of course.

Burger King Hits McDonald's Where It Hurts (BKW)

Burger King seems to have taken an early lead in the fries war, and opening a multi-front war, one of its main new fronts is France, McDonalds most successful European market(!)..

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Well, shares of burger king have certainly been on a massive tear:

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However, some argue that it's time to jump ship:

Shares of Burger King Worldwide have been significantly outperforming those of their number-one competitor, McDonald's, in recent months. Jonathan Krinsky, chief market technician at MKM Partners, says now is time to "flip the burger trade" — i.e., sell Burger King and buy Mickey D's.

Krinsky believes shares of the former are looking extended after a great run, such that "risk-reward no longer looks favorable on the long side." Shares of McDonald's, on the other hand, may be breaking out of a downtrend.

Might Be Time To Flip The Burger Trade - Business Insider