Magazine article Marketing

GrandMet Tests Quicker Recipe for Burger King

Magazine article Marketing

GrandMet Tests Quicker Recipe for Burger King

Article excerpt

GrandMet tests quicker recipe for Burger King

Grand Metropolitan's Burger King is considering a new type of fast food outlet in the UK.

A 900sq ft outlet, with a limited menu designed to offer extra-fast service, and offering no seating facilities, is now on trial in London. There are no definite plans to develop a national chain.

The company already operates similar outlets in the US. "The menu is more focused on hamburgers and speed of service," says Richard Snead, managing director of Burger King UK and former president of Burger King International.

"It's an experiment to find out if we can use a smaller square footage and take a position on the high street with a limited cost." Standard Burger King branding is used.

Burger King UK has the stated objective of reducing costs instead of accepting that budgets must rise each year. It has already cut layers of management to reduce radically central office overheads and bring top directors closer to field units. …

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