Although menu offerings for fast food franchise restaurants should be consistently similar across regions, there should still be some sort of region-specific product offering to promote global connection. For example, in Canada, since Tim Horton's is the leading fast food chain with 30.5% market share which also represents a significant portion of consumers who prefer Tim Horton's coffee, Burger King should offer Tim's coffee Horton instead of the best coffee in Seattle in its market outlets specifically in the Canadian region. In Asia, however, there is a growing trend for specialty cold drinks such as iced coffee (GCQ Mage), and due to this evidence, Burger King should consider modifying its beverage selection not only to take this trend into account, but to further differentiate and achieve sustainable competitiveness