Burger King Repositioning Analysis
•
2 likes•2,788 views
Burger King is launching new fresh menu items like smoothies, salads, and wraps to attract more customers. They are marketing the fresh offers and renovating stores to change perceptions of being a higher-end chain rather than just fast food. The campaign has expanded their customer base beyond young men to include more women, children, and seniors. Renovated locations saw 10-15% higher sales growth than other stores, and Burger King's sales growth surpassed McDonald's.
More Related Content
Recently uploaded
Recently uploaded (20)
Featured
Featured (20)
Burger King Repositioning Analysis
- 1. “EXCITING THINGS ARE HAPPENING AT BK”
- 2. FRESH OFFERS: NEW MENU • 13 New Items • Smoothies • Frappes • Salads • Wraps • Summer Items • Savory • Sweet • Fresh
- 3. MARKETING THESE FRESH OFFERS
- 4. FRESH OFFERS: SUPPORT USA
- 5. FRESH OFFERS: REWARDS • Reloadable • High Quality Appeal • “Gold Crown Card”
- 6. RENOVATIONS
- 7. EFFECTS OF THE CAMPAIGN • Expanded Consumer Profile • Previously: 18-34 year old men • Now: women, children, seniors • Sales Growth • Renovated BKs saw 10-15% increase • Sales growth passed McDonald’s • Perception • Higher-end chain restaurant versus fast-casual chain • Overall Improvement
Editor's Notes
- FOUR PILLARS OF CHANGE FOR THE COMPANYMenuMarketing ImageOperations
- First Pillar - MenuNew&Improved: Salads, Frappes, Smoothies, Chicken Strips, Fries (Thicker cut, more flavor)Summer Items:Sweet Potato Fries, Iced Lemonade, Maple Bacon Sunday, BBQ: Texas (Smoky & spicy), Carolina (Sweet & Tangy), Memphis (pulled pork)
- “We chose celebrities to get people’s attention faster and to show the diversity that we have with our brand” AlexMacedo, SVP- North America Marketing Selma HayekSteven TylerSophia VergaraPERIPHERAL AdvertisingALSO USED: Taste is KING (for bbq)Focus on food versus KingPart of second pillar: Marketing
- This cup series will highlight four of USA Basketball’s memorable teams over the last two decades, including the 1992 Dream Team, and the teams from 1996, 2000, 2008, along with this year’s 2012 USA Basketball team. Consumer Involvement: partnership with USA BBall = YOUR TEAM YOUR VOICE = select Exhibition Game Day Jerseys (July 12), guess final 12In a survey of 1,000 consumers about who is sponsoring the London Olympics, 37% incorrectly believed that BK is a sponsor.52% said that this belief made them feel more positively about the brand.2. BRAZIL: Anderson Silva, a Brazilian fighter sponsored by Burger King, tweeted about the double-fries promotion available on post-medal days. THIRD PILLAR: IMAGE
- Reminds me of American Express: Highest Card you can get is the American Express Premium Gold Card’Not usual fast food restaurant behavior/offers: THIRD pillar, IMAGE
- Goal to renovate 40% of US / Canada BK’s in the next 4 yearsThird pillar: IMAGE
- Renovations – Fourth Pillar (Operations) increase cleanliness, tastiness, friendliness