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How age-friendly               is Burger King?As part of a multi-client study we researched the customer touchpoints of as...
The Age-Friendly companywww.age-friendly.com
The scope of the AF Audit Tool        25 effects of ageing:          Mind          Senses          Body        200 custome...
The scope of the AF Audit ToolThe AF Audit Tool measures 200 touchpoints across the fivemajor customer experiences.
The brand’s age positionNeutralMARKET   AgeINGSpecific           Age     Neutral              PRODUCTS              © 2013
Overall ScoresCommunications           Not measuredOnline                       3.2Product Packaging            2.6Retail ...
OPPORTUNITY FORIMPROVEMENTThe following represent a few examples of where thecompany can improve the experience for its ol...
Retail               Temperature	                     Sales	  staff	              Product	  loca0on	                  Point...
Retail examplesThe toilets are at the topof the stairs that are verywide and have a slipperysurfaceSeating and tableheight...
Packaging                         Pricing	  	              Opening/Closing	                    Informa0on	             Han...
Packaging examples     No account taken     about readability                     Design appears as if it                 ...
TOP LINE ISSUESThis is a sample of the conclusions that were derived from the audit ofBurger King. Please note: This was a...
To learn more about Marketing tothe Ageing Consumer and the AFAudit ToolVisit the website www.age-friendly.comE-mail enqui...
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How age-friendly is Burger King

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Transcript of "How age-friendly is Burger King"

  1. 1. How age-friendly is Burger King?As part of a multi-client study we researched the customer touchpoints of aselection of global fast-food companies. This case study illustrates some ofthe issues we encountered when reviewing Burger King.The research was conducted in a UK market town with a median age of 40years old with 23% of the population being retired. Less than 2% of thepopulation are students. A similar audit was conducted in Singapore.The following is a small excerpt of findings from this Audit.
  2. 2. The Age-Friendly companywww.age-friendly.com
  3. 3. The scope of the AF Audit Tool 25 effects of ageing: Mind Senses Body 200 customer touch-points
  4. 4. The scope of the AF Audit ToolThe AF Audit Tool measures 200 touchpoints across the fivemajor customer experiences.
  5. 5. The brand’s age positionNeutralMARKET AgeINGSpecific Age Neutral PRODUCTS © 2013
  6. 6. Overall ScoresCommunications Not measuredOnline 3.2Product Packaging 2.6Retail 3.2Phone Not measured   AF Score = 3.0
  7. 7. OPPORTUNITY FORIMPROVEMENTThe following represent a few examples of where thecompany can improve the experience for its older customersby changing some of the online, retail and packagingtouchpoints.
  8. 8. Retail Temperature   Sales  staff   Product  loca0on   Point  of  Sale   Illumina0on   Comfort   Cleanliness   Ameni0es   Ambience   Access   0   1   2   3   4   5  •  The temperature of the store was only just acceptable.•  In parts of the eating area there were low levels of illumination•  The ambience of the serving and eating area was at best ‘functional’ but not welcoming. Fast food outlets like Pret A Manger combine high speed of service with excellent levels of customer welcoming and service•  Little consideration to making the stairs age-friendly
  9. 9. Retail examplesThe toilets are at the topof the stairs that are verywide and have a slipperysurfaceSeating and tableheight are within theaccepted size range.
  10. 10. Packaging Pricing     Opening/Closing   Informa0on   Handling/Carrying   Graphics   Package   Use   Preparing  to  use   Design   0   1   2   3   4   5  •  Advertising and digital channels need to become age-neutral•  Packaging and signage needs to be functional as well promotional•  Packaging needs to account for sensory ageing – especially deterioration of eyesight
  11. 11. Packaging examples No account taken about readability Design appears as if it gives nutritonal information but doesn’t. Designed to appeal to younger person
  12. 12. TOP LINE ISSUESThis is a sample of the conclusions that were derived from the audit ofBurger King. Please note: This was a small sample audit but it didhighlight some changes required to improve the experience of oldercustomers.The packaging, website, instore materials are targeted at the youngeven though many of the company’s retail outlets are in locations with ahigh density of older people – like the market town used for this study.The stores were clean and functional. Improvements could be made tothe ambience, customer service and levels of illumination.
  13. 13. To learn more about Marketing tothe Ageing Consumer and the AFAudit ToolVisit the website www.age-friendly.comE-mail enquiries@age-friendly.com
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