Burger King's digital marketing is analyzed and compared to competitors like McDonald's, Domino's, Pizza Hut, and KFC. Burger King has the lowest social media following across platforms like Facebook, Instagram, and Twitter. While Burger King's engagement rates are high, its posting frequency is lower than competitors. Burger King's website also needs improvements to security, speed, SEO optimization, and keyword targeting. Increasing social media posting and spending on search engine marketing are recommended to help Burger King better compete digitally.

1. Assignment on
Analysis of Digital Marketing
Of
BURGER KING
Submitted To- Submitted By-
Prof. Krishna Akalamkam NEHA GUPTA
PGDM (2019-21)
Roll No. - 19DM121
Section: A

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CONTENTS
Sl.
No.
TOPIC Page No.
About Burger King 3
1 Executive Summary 4
2 Social Media Marketing 11
3 Web Analysis 17
4 Recommendations 22

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1. ABOUT BURGER KING
Burger King is an American fast food chain for Burgers started in July, 1999
by Keith J. Kramer and Matthew Burns. It was then names as Insta-Burger
King and was inspired by McDonald’s restaurant in San Bernardino in
California. At the end of 2014 it was ranked fourth largest food chains in
US with over 12,000 stores worldwide.
Burger King came to India in November, 2014 and launched its first store
in Select City Walk Mall, New Delhi. In August 2017 it launched its 100th
store in Jalandhar, Punjab. In October, 2016 it had 148 stores in India spread
across 33 cities. In India it is known for its WHOPPER burger which is
available for its Indian customers in 3 variants Veg, Chicken and Mutton.
Its most affordable burger is crispy veg which is also one of its highest
selling burger in India.
In 2017 it launched its first TV commercial to promote it signature Burger
Whopper as leader in the market. After the dispute case of McDonald’s in
North India it has a great chance of establishing itself as leader in the Indian
market. The brand is aggressively spending in creating its brand awareness
and to connect with it with its millennial audience.

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EXECUTIVE SUMMARY
Burger King being one of the market leader in the fast food restraint business
in India has been constantly ranked low among its competitors when it comes
to Digital Marketing. This may be attributed to its late entry in the market
compared to market leaders such as McDonalds, Domino’s Pizza etc. To
analyse its digital marketing strategy we took 4 leaders in the fast food
industry in India, McDonald’s, Domino’s Pizza, Pizza Hut and KFC and
compared the strategy of all 4 with that of Burger King.
Given below is the cross channel audience of all the 5 companies compared.
Cross- Channel Audience, with % Change
Source: Rival IQ
We also find some flaws in SEO and SEM strategy of the Burger King
including no proper keyword research, unsecure website, lack of meta-
description and website heading. This all flaws adversely affects it overall
rank in search engines.
Being one of the biggest fast-food chain in the world Burger King has the
potential to be market leader if it apply a good mix of digital and offline
marketing and do not miss on opportunities.

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Fanpage Karma
Fanpage karma explain the how well the fanpages are performing. It measures
the success of the fanpages and how much they are supported by the fans.

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Similar Web
Similar web gives the ranking of the company worldwide as well as in the
domestic country. It also explains the category of the company. The following
data will also mention the traffic (how many people are visiting the burger king
website),the traffic by countries, sources of traffic, the top referring sites, the
types of searches, the engagement rate (it is the metric that measures the level of
engagement that a piece of created content is receiving from an audience).

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Sentiment Analysis
Sentiment analysis is a tool which determines whether a brand or a company is
positive, negative or neutral. It helps the data analysts gauge the opinion of the
public and conductthe market research. The following information is collected

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from Brand24, a sentiment analysis tool which will show the sentiment of
public towards Burger King.
Source: Brand24
The above picture gives the data of last 30 days the, number of mentions i.e.
how many times a brand is being mentioned on the web. Further if explains
the socialmedia reach which is an analytical metric that explains the number
of users who havecome across the Burger King content on the social media
platformsuch as Twitter, Facebook and Instagram.
The second graph gives the positiveand negative sentiments of the audience
towards the Burger King content on the web.
Rival IQ
The Rival IQ explains the social media analytics and competitive benchmarking
to help the marketers make informed decisions, improve results, and better
understand competitors. The following data will explain the comprehensive
information about the Rival IQ of Burger King followed by detailed information
in the channels like Twitter, Facebook, and Instagram. The data taken into
consideration is of last 30 days. The Burger King per day postaverage is 1.53

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followed by 0.65% of hashtag per post. The Burger King posts on an average 46
posts per month with an engagement rate of 0.65% per post.
Some famous hashtags used by Burger King:
The following data will explain the most active channel that generates the
highest engagement. In case of Burger King it is Twitter followed by Instagram.

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2. SOCIAL MEDIA MARKETING
Social Media Marketing (SMM) includes promoting your business or brand
through various social media websites. Some of the popular websites are
Facebook, Instagram, Twitter, YouTube, Pinterest, Google+, etc. Many of these
websites such as Facebook, YouTube and Instagram have already crossed a
billion user with Facebookleading the game with more than 2.2 billion users (as
of October2019. Source: Statista). It has becomeincredibly crucial for brands to
be on these websites as it is where the opinion is being made and changed. This
importance has led to brands track various metrics to measure their dominance
and returns on various ads and campaigns on these websites.
Given below is the analysis ofsomeof the major socialmedia websites forBurger
King.
2.1 FACEBOOK
Facebook Page Fans, with % Change
Source: RivalIQ
Number of likes of a Facebookpage is the most popular metrics used to measure
the success ofapage. Likes in Facebookmeans number ofpeople who have opted
to follow this page. This is an organic way of reaching to its customer. It is a one-
time costand brands would not need to pay for reach once a person likes the page.
This is also the reason brands pay a lot for ads to get users to like their page.
From the above graph we can see that compared to major competitors in fast food
industry Burger King has the least number of followers. This is maybe due to
Burger King entered Indian market comparatively late, i.e., in November, 2014.

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But when we see the % change around the same date last month Burger King
stands 2nd with least decline of -0.038% only next to KFC which saw a positive
growth and has the highest number of followers.
According to Rival IQ these are some of the important observation about Burger
King’s Facebook Page during the period Dec 12, 2019 to Jan 10, 2020:
 Average posts/dayis least at 0.23 whereas average ofall the five companies
(landscape) mentioned above is 0.58.
 Engagement Rate/Post is highest at 2.80% whereas landscape average is
0.012%. The second highest is KFC with 0.025% engagement rate.
 Burger King has the second highest number of total engagements which
includes reactions, share and comments with 77.4K only next to KFC
which has 93.3K whereas landscape average is 39.2K. Total engagements
of the company saw a growth 594% this period compared to base period
Nov 12- Dec 11 which is highest among all 5 companies.
Facebook Engagement Total, with % change
Source: RivalIQ
 57.1% of Facebook posts in this period were with hashtags compared to
landscape average of 49.4%.
 Photo posts saw a higher engagement rate (0.016% per post) compared to
videos (0.007% per post)
 Share of promoted posts and interactions were much higher than organic
posts as shown in the figure below. (Source: SocialBakers.com)

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Source: SocialBakers
Burger King’s poston24th December, 2019 got it engagement of76.3K including
reactions, shares and comments which had an engagement rate (interactions per
follower for this posts compared to total posts)of 19.3%. 2nd highest was 41.1K
for KFC on 25th December, 2020.
Source: RivalIQ
2.2 INSTAGRAM
Instagram has the 5th highest number ofusers (including WeChat and WhatsApp)
compared to all social media with more than 1 Billion users which it achieved on
June, 2019. Since is mobility is the King and Instagram is an app focused social
media site it has becomemore relevant. Instagram as a platform for sharing only
images and videos is the fastest to reach 1 billion active users in less than 8 years
since its launch in October, 2010. In August 2016, Instagram launched stories
where a user can share photo or video which automatically disappears after 24
hours. Business can share shoppable posts where companies can make money
directly through ‘shop now’ button which take them to online store. Instagram
can get a brand huge popularity in very short period of time.
Given below are number of Instagram followers of some of the popular fast food
chain.

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Instagrams Followers, with % Change
Source: Rival IQ
Like Facebook Instagram is also led by KFC with 189K followers and Burger
King has the least number of followers with 15.0K followers but it has second
highest growth rate of 7.28% only next to Dominos India. Its average post per
day is 0.07 which is much lower than landscape average of 0.47 per day. This
means Burger King’s frequency of posting is very low. The engagement rate of
4.79% per postis highest among all the companies whereas landscape average is
1.43%. The hashtags used were #merrychristmas and #burgers.
Source: Rival IQ
2.3 TWITTER
Twitter is a hyperactive microblogging website. It was founded in March, 2006
and has since then became a top place for opinion makers. Twitter emphasised on
hashtags and it takes just few minutes for these hashtags to become trending. It is
important forbrands to be on twitter becauseyour consumers and opinion makers
forthem are onTwitter and you would not like to absentwhen your brand is being
talked about. It can be a positive or negative discussion on Twitter but brands
need to be there to reply. Users on Twitter generally needs reply within an hour.
Here is how Burger King stands before top competitors in the fast-food market
onTwitter:

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Twitter Followers, with % Change
Source: Rival IQ
As we can see Burger King has the least number of followers among all its peers
and even the growth rate is low. This may be accredited to very low frequency of
posts and less usage ofhashtags. As mentioned earlier Twitter is hyperactive and
users must be kept engaged with tweets every day. We can see that frequency of
tweets for all the companies is very low. The landscapeaverage is 0.56 tweets/day
whereas for Burger King it is even lower at 0.07 tweets/day. Between Dec 10,
2019 to Jan 10, 2020 Burger King two of the popular hashtags used by Burger
King were #MERRYCHRISTMAS and #SETTLETHECONFUSION with
engagement rate per tweet of 0.009% and 0.016%.
2.4 MAJOR SOCIAL MEDIA CAMPAIGNS
 Children’s Day Campaign- Burger King took a break from generic
greetings and shared a GIF where too grown up people were seen playing
rock-paper-scissor like children. The idea was to relate Burger King as a
place to eat, unwind and have fun.

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 Doodle Contest- The best campaign is which integrate both offline and
online. #DoodleYourWay was one such campaign where people were
asked to visit Burger King Store and draw a doodle of the Burger. People
heavily participated in it and bought Burgers too. This let to both
promotion and conversion for Burger King.

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3. WEB ANALYSIS
Web Analysis includes two parts Search Engine Optimization (SEO) and Search
Engine Marketing (SEM). Both of these methods aims at increasing the visibility
of a website in a search engine, the difference is that SEO is primarily organic
whereas SEM deals with paid advertising.
WEBSITE SPEED
The best way to measure site speed is Google PageSpeed Insights. It is a score
which google uses to determine in its search ranking which makes it important.
We can see that the desktop has got the scoreof55 on google page speed insights
which is average but very near to fast. According to the analysis the first text h
image appears in 2.0 seconds which is a good score but the speed index score is
4.8 seconds which is considered average.
Figure: Desktop Site Speed Source: Google Page Speed Insights
For mobile devices we can see that Google Page Insight scoreis very low at 14.
According to lighthouse analysis the first text image appears in 6.2 seconds and
the speed index score is 8.5seconds both of them are critical. Google suggests
that enabling text compression can speed up the website by 5.1 seconds and
deferring unused CSS can optimize it by 3.75 seconds. Other measures can be
serving images are in next-gen formats and differing off-screen images.
Figure: Mobile Site Speed Source: Google Page Speed Insights

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SEO and SECURITY
Burger King website’s SEO scorewas 20/30 on Website Graderin January, 2020.
Aspects such page titles, meta description, heading help users in finding the
relevant data in search engines and are thus given very higher weightage by them.
A sitemap helps search bots in scanning your content better and to ensure that
your website is easy to navigate. We found some of the following observation
while analysing Burger King website in website.grader.com. Burger King must
add a meta description of not more than 300 words. Meta description helps in
summarising the contents of a webpage. It must also add a heading as it is the
most crucial part of designing a website and can seriously impact the SEO score.
Source: Website Grader
It was also found that the website doesn’tuseHTTPS encryption. This makes the
users vulnerable to data theft and security flaws. Users must be cautious while
entering any data may cause personal, financial or security loss. SSL certificates
helps in building confidence of the users and increases the SEO ranking. We also
ran a google transparency report but didn’t find any malware.

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WEBSITE TRAFFIC
According to SimilarWeb, www.bugerkingindia.in ranks 22,591 in India and
472,393 globally. It had a total visit of76.45K in December, 2019 up 7.97% from
last month. Its Bounce Rate is 38.51% which means the number of people that
leaves the website without browsing further. Being a country domain 88.5%
traffic came from India.
Source: SimilarWeb
Search consisted of majority of the traffic with 92.04% and 100% of the search
traffic was organic. Burger King India did not spent any money on AdWords and
display ads. Other sources of the traffic were direct, referrals and social.
www.bkdelivery.in the order and delivery website of Burger King was the top
destination which the visitors of its main website visited afterwards.
Source: SimilarWeb

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Some of the top organic keywords for Burger King and the position burger king
appeared in search results were:
Source: Rival IQ
According to SEMrush Burger King had only 1.55k keywords for which it would
appear in top 100 results of a search which is much lower compared to Dominos
India 30.2K keywords. Also according to Moz Domain Authority of Burger King
India is 28 compared to 53 of dominos. This is an index of how a website will
perform in search engine rankings.
SEMrush Organic Keywords (Approx.)
Source: Rival IQ

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SEARCHENGINE MARKETING (SEM)
As mentioned above SEM deals with the paid traffic. While SEO is important as
it doesn’trequire any money spends on traffic from search engines, SEM is also
very important because they appear on top of the search results. If you are a new
company that want to get more visitors to your websites or if your competitors
are spending heavily on ads then it becomes even more important.
According to SEMrush Pizza Hut ranks first when it comes to spending on
AdWords followed by Dominos. Both of them are pizza chains and neither of the
burger chains spend on AdWords in India. Pizza Hut spends approx554 USD on
AdWords permonth and get 867 monthly visitors and Dominos spends 216 USD
and get 270 monthly visitors from it.
SEMrush Monthly AdWords Traffic (Approx.)
Source: Rival IQ
Google AdWords- BURGER KING

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4. RECOMMENDATIONS
 Increase Frequency of Social Media Posts- Burger King being a late
entrant must increase the frequency ofits socialmedia posts. This will help
it in creating more brand awareness as it is observed that only 0.15% of its
website traffic comes from social media.
 Spending on AdWords-As it is seen from the data above that Burger King
doesn’t spend on AdWords in India. Spending on AdWords will drive
traffic to its website and increase its online ordering.
 Decrease Bounce Rate- Above data states that the website has a bounce
rate of 38.51% which is very high. Burger King must work on making its
website more relevant for its customers by giving them personalised offer
on landing page.
 Add Meta Description and Heading- From our analysis we found that
Meta Description and headings were missing from the website. Both of
them are very helpful in finding any website on the search engine also
affects the rank of the websites in search engines.
 Optimize its Mobile Website- Burger King’s website scored very low in
test scores of Google Page Speed Insights. These scoreare used by google
to rank any website on search engine. Slow loading speed will also affect
user experience. Some of the measures suggested by google are enabling
text compression, deferring unused CSS, using next-gen image formats,
etc.
 Use SSL Certificates- During analysis we found that its website was not
secured and was not using HTTPS protocol. Insecure website may possess
a threat to user’s personal data and also affects the search engine rank.
 Use more Social Media Campaigns- It was found that social media
campaigns used byBurger King were very successfulin generating organic
followers in social media. It also led to lot of people visiting their store.
 Use proper hashtags- Burger King was not using proper hashtags in its
social media posts. Only 2 out of 8 popular hashtags were used by Burger
King that too had low engagement rate.
 Do keyword research- In comparison to all 5 companies Burger King
appeared least number of times in top 100 results. Burger King must do a
good keyword research to increase its organic traffic and also incorporate
them in AdWords.