official press release from NBC
FLAMES BROIL ON THE SEASON THREE PREMIERE OF NBC'S "THE APPRENTICE" (JANUARY 20, 8:30PM-10PM ET) WHEN CANDIDATES RUN A BURGER KING FRANCHISE AND LAUNCH A NEW HAMBURGER
Published: January 13, 2005
"BOOK SMARTS" SQUARE OFF AGAINST "STREET SMARTS"
NEW YORK -- January 13, 2005 -– NBC's "The Apprentice" is back in business with a "whopping" season three premiere on January 20, 8:30pm-10pm ET. Eighteen diverse new candidates-including a shoeshine and health club owner, a Mary Kay distributor and a supply chain consultant-meet Donald Trump in the boardroom and discover they will be divided by degrees. "Book smarts" (college degree) face off against "street smarts" (high school diploma).
"For the third season of 'The Apprentice,' Mark Burnett (Creator & Executive Producer) and I have decided to take the series into a new realm," said Donald Trump, Executive Producer. "We wanted to see what would happen if we pitted college grads ("book smarts") against high school grads ("street smarts"). The result makes for fascinating television. Who will you root for? You'll also discover that we chose candidates who are more relatable--- along the lines of Sam, Troy and Amy."
After inventing their team names, the candidates embark on their first task-to operate a Burger King franchise featuring the launch of a new hamburger. In addition to running all aspects of the restaurant-cooking, cleaning, and working the cash register-teams are responsible for creating a marketing stunt to launch their new burger and drive traffic to their franchise. One team stumbles mightily with creative ideas while another runs into trouble working the cash register.
"New York City is the fastest paced place anywhere on earth," said Trump. "Everything here is done quickly and, like me, New Yorkers don't like to waste time because time is money. That's why fast food, especially here, is such a big business."
"The Apprentice candidates were creative and smart-thinking, and the result of their hard work will be very interesting for the show's fans as well as Burger King customers nationwide," said Russ Klein, Burger King's chief marketing officer. "Burger King has an exciting plan that's a direct result of the show. We believe it will be a first-ever for a fast-serve restaurant."
"BOOK SMART": Todd, Stephanie, Bren, Erin, Michael, Danny, Verna, Kendra, and Alex
"STREET SMART": John, Audrey, Angie, Brian, Tara, Chris, Tana, Craig and Kristen.
About Burger King Corporation:
The BURGER KING® system operates more than 11,200 restaurants in all 50 states and in 62 countries and territories around the world. Ninety percent of BURGER KING restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades.
Burger King Holdings, Inc., the parent company, is private and independently owned by an equity sponsor group comprised of Texas Pacific Group, Bain Capital and Goldman Sachs Capital Partners. In fiscal year ending June 30, 2004, Burger King Corporation had system-wide sales of $11.3 billion. To learn more about BURGER KING, please visit the company's website at www.burgerking.com.
"The Apprentice" is produced by Mark Burnett Productions in association with Trump Productions LLC. Mark Burnett, Donald Trump and Jay Bienstock are executive producers. Conrad Riggs and Kevin Harris are co-executive producers.