One particular market target that was of importance to the company was identified as the "Superfan". The superfan was a demographic group that included individuals that are 18 to 49 years old, primarily male, who would visit a fast-food restaurant five times a month and eat fast food 16 times a month. Burger King and their competitors hope to attract this group because of the large sums of money that they represent; an increase in sales to this group could drive an increase in global sales. While superfans accounted for less than 20 percent of Burger King's customer base, they accounted for nearly 50 percent of the company's business. By focusing on this demographic group, the company could increase sales more readily; it was easier to generate more repeat visits by this demographic than it was to coax new customers to switch from other chains. The company has used advertising featuring its mascot, the Burger King, in tandem with new product rollouts such as its BK Wrapper product to help generate an increased number of visits by this client segment.