Burger King's declining sales in the U.S. and Canada are attributed to rising unemployment among its target demographic, prompting a strategy to increase visits by Hispanic superfan customers through six innovative tactics. These include a loyalty program, text opt-in coupons, family day promotions, targeted advertising via bus wraps, drive-thru promotions, and a mobile game to enhance customer engagement. The initiatives aim to foster a sense of community and value, with a focus on making Burger King appealing to families in the Hispanic community, starting as a test in Austin before potential wider implementation.

1. Burger King

2. Burger to Bun Ratio
Bun.
Price.
BURGER.

3. Problem
 Quick-service restaurant traffic declined 3%
during 3Q
 Burger King posted a 4.6% decline in same-
store sales in the U.S. and Canada during the
same time period
 Reason: rising level of unemployment and
underemployment among industry’s targeted
demographic (John Chidsey, BK CEO)

4. Solution
 Increasing SuperFans visits by one more
time a month will increase revenue by
19%
 Use double cheeseburger as vehicle to
drive more customers to Burger King

5. Consumer Profile
SPANISH-DOMINANT BK SUPER FAN
 Skews 25-34
 Account for 42% of visits
 Skew male
 HHI < $45K
 Blue collar
 Some high school
 Traditional, self-made man, closer to
country

6. Strategy
 Hispanic targeted, but not exclusive
 Initially in Austin market only
 Show the value of double cheeseburger
without comparing it to other fast food
restaurants
 Turn the Burger King visit into an enjoyable
experience that is rewarding and inviting to
families
 Selective Attention Theory

7. Tagline/Overarching Idea:
MORE BURGER

8. Six
Tactics

9. Tactic #1:
 Incentive to increase
monthly visit from 4 to 5
 Appeals to those
SuperFans who always
order from Value Meal
 Opportunity to build more
BK SuperFans
 Ability for BK to
differentiate themselves
from other fast food
restaurants
Loyalty
Program

10. Loyalty Program
 How it works:
 Cards will be available
at cash register
 Must eat five value
meals in a calendar
month before receiving
the 6th free
 Will be promoted
through in-store signage
and table tents

11.  89% of the Hispanic
population have cell
phones
 52% of Hispanic
respondents recalled
viewing mobiles ad, with
59% responding to them
 Enjoy living in the “now”
and discovering value
Tactic #2:
Text
Opt-In

12. Text Opt-In
 How it works:
 Customers send a text message
to opt-in to the program
 Mobile coupons will be sent out
at 10AM on randomly selected
weekdays each week
 The mobile coupons will have a
code to provide to the cashier to
receive the promotion
 Recipients will have until
11:59PM that day to redeem
the coupon

13.  75% of Hispanic SuperFans have children
 Insight showed that Hispanic SuperFans see
Burger King as “an opportunity to have a
family outing”
 However, only 39% of the Spanish-dominant
SuperFans visit BK with their children
 Research showed that Hispanic families with
children under age 12 dine-out for breakfast
(33% of time), lunch (40%), and dinner
(46%)
Tactic #3:
More Burger
Family Day

14. Family Day
 How it works:
 Every Sunday (inside only)
 Buy 3 double cheeseburgers, get 1 free
 New “More Burger” games will be available in the
dining area, including an oversized checkers board
 Invitations will be sent out to Hispanic households
inviting them to their nearest BK for Family Night
along with in-store displays and weekly
advertisements in the coupon trader

15. Tactic #4:
Bus
Wrap
 Lower income =
higher public
transportation use
 Acts as moving
billboard
 Routes through
predominantly
Hispanic
neighborhood

16. Bus/Bus Stop Wrap
 Wrapped to look like big
cheeseburger/reflects
More Burger theme
 Bus stop wraps on
heavily trafficked areas
 Creates spectacle

17. Tactic #5:
Drive Thru
Promotion
 HSF is blue collar, but
does have job
 Eats out on lunch
break a lot (Jenna fill
in stat about lunch)
 Value oriented/likely
to try their luck

18. Drive Thru Promotion
 3D Burger
 Timer tells drivers
when last free burger
was given away
 Anticipate W.O.M.
 Will run additional
radio commercials
announcing promotion

19.  Hispanic SuperFan has kids
 Like to go out to eat as a family
 Kids are more technologically adept
Tactic #6:
Network
Game Download

20. Game Download
 Download to phone for free
 Works as regular game on phone
 In-store plays on network
 Phone acts as a controller via Bluetooth
 Does not require a lot of space in stores

21. Game Play
 Player is on burger line
 Cook flips burgers to sandwich maker
 Must catch patties on bun before they fall
to the ground
 Network play: several people right for
burgers

22. Flowchart

23. Other Decisions
 Nationwide TV commercials
 Expansion on radio spots
 Low position in-store ads

24. Metrics
Impressions
Bus wrap ads: 1 wrapped bus=94,000 riders/month
Radio spot: Listenership increase predicted by Univision
Network game: Download #
Comparative Sales
Drive-thru promotion, More Burger Family Day
Coupon Redemption
Text-message coupons, Loyalty card program

25. Conclusion
 “More Burger” speaking to the value
 Six tactics to be executed soon and down the path,
targeting on Hispanic SuperFans
 Austin as test market with potential to go
nationwide