Magazine article Marketing

Editor's Comment: Burger King's Simple Solution

Magazine article Marketing

Editor's Comment: Burger King's Simple Solution

Article excerpt

This is not the time for excessive frivolity. If we were in any doubt, a Mental Health Foundation survey found this month that UK consumers are growing more anxious.

It is of no surprise, then, that brands are realising that they must simplify their offers to enable customers to feel in control amid wider economic insecurity.

Burger King's Whopper Bar concept, a store format that offers only a limited menu of Whopper variants but allows customers to observe the food being prepared, is a sterling example of this approach, playing to the strengths of the brand's 'Have it your way' positioning.

The fast-food chain's emphasis on creating a wider range of locations is also likely to be a winner. Sports stadiums and cruise ships are among the sites to have been mooted by senior Burger King executives, in addition to the familiar territories of shopping centres and travel hubs.

The roll-out of fresh formats is the logical next step for fast-food brands. …

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