Tradução de "As rivals muscle in on burger market"

Hello everybody,
I was reading the news when I came across the following sentence:

"New British CEO Steve Easterbrook set to unveil turnaround plan to bring back lost customers and profits as rivals muscle in on burger market".

I didn't get the meaning of "as rivals muscle in on burger market".
Avatar do usuário Breckenfeld 3590 6 82
Thales Freitas escreveu:"New British CEO Steve Easterbrook set to unveil turnaround plan to bring back lost customers and profits as rivals muscle in on burger market".

I didn't get the meaning of "as rivals muscle in on burger market".


Minha sugestão:

O novo presidente da companhia, Steve Easterbrook divulgará um plano de recuperação para trazer de volta os clientes perdidos e os lucros enquanto os concorrentes tentam tomar o mercado de hambúguer.


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Avatar do usuário Marcelo Reis 4480 1 2 96
Pensei em "enquanto seus rivais entram no mercado/entram no mercado à força/se impõem no mercado de hambúrgueres.
Avatar do usuário PPAULO 35970 4 32 631
I would go for a different approach. "Muscle" could mean make one´s way by force, so "muscle on" to me would mean "enquanto os concorrentes continuam a brigar/continuam na briga".
So, the item goes on by showing why McDonald´s is an "outlier" of sorts, it stands out, but then at the bottom of the article it shows how competitors go, their weaknessess and strenghts.


http://www.theguardian.com/business/201 ... hake-shack


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Muscle - in a "making their way" by force, or forcing their way. is a commonly used term on British/Irish sports news:



Muscle out (forçar a saída de...)
http://www.telegraph.co.uk/sport/rugbyu ... elite.html


Muscle past - consegue passar (à força)
http://www.irishtimes.com/sport/rugby/i ... -1.2363750
"...in a match that was at times gruesomely physical but contained moments of high skill."