Table of Contents
Opportunities/Problems:
In September 2010, 3G capital acquired Burger King with the objective of improving customer experience, introducing modernized menu and an improved franchise strategy. In 2012, Burger King launched multiple advertisements with new menu and featuring well-liked celebrities. Two major problem that can also be considered as opportunities that Burger King faced were:
- Position their brand to adapt to the fast-evolving industry trends.
- Allocating money for different marketing strategy
Current Situation:
Burger King released multiple ad campaigns featured by David advertising company. Ad like “Whopper Neutrality stunt to explain the potential effects of Net Neutrality” was very popular and had around 5 million views on YouTube. Ad was a good way of explaining the current internet situation and relating it to Burger King which resulted in high number of views. One more successful ad was “Forcing Google Home to advertise the Whopper”. This ad was designed to trigger Google Home Smart speaker to advertise Whopper burger.
Though the ad was stopped in 3 hours of release, but according to spokeswoman Dara Schopp “it resulted in a 300 percent increase in ‘social conversation’ on Twitter as compared to the day before” . In terms of sale and top 50 QSR brands, Burger king moved one place to 4th position moving Wendy’s to 5th position. Sales increased from 9,749.19 in 2016 to 10,028.32 million in 2017 . There was an increase of 100% new units opened, from 35 new units in 2016 to 70 new units in 2017 . To compete against Wendy’s and McDonald’s, Burger King introduced spicy chicken nuggets and Double Quarter Pound King burger. Burger King also introduced new menu items like Crispy Pretzel Chicken Fries and Sourdough King sandwich and also focused on expanding its digital-ordering presence and online delivery.
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Recommendations:
Burger King should work on creating a strategy so as to connect to its customers better. To compete with industry leader Burger King should build a reliable brand and differentiate itself from others. They need to make ads that are creative but also simple to understand. Other than the ads they should focus on operational aspects of the business using different strategies:
- Perform an analysis on multiple stores to determine waiting time and introduce extra counters to take order in peak business time.
- Consistency in the taste is very important for a global chain, to achieve this they should introduce and impose a uniform detailed food preparation guideline.
- To target teenagers Burger King should introduce value meals as McDonald’s already has.
- Burger king has changed their brand six times till now, they should stick with one Brand image.
- Create a system to get data from surveys on a regular basis so as to get feedback from customers and work on the feedback to improve customer service
