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.
Overall ScoresCommunications Not measuredOnline 3.2Product Packaging 2.6Retail 3.2Phone Not measured AF Score = 3.0
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.
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
Retail examplesThe toilets are at the topof the stairs that are verywide and have a slipperysurfaceSeating and tableheight are within theaccepted size range.
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
Packaging examples No account taken about readability Design appears as if it gives nutritonal information but doesn’t. Designed to appeal to younger person
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.
To learn more about Marketing tothe Ageing Consumer and the AFAudit ToolVisit the website www.age-friendly.comE-mail email@example.com
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