- Restaurant Brands International launched a new marketing plan in 2022 to revitalize Burger King in the United States, with positive results in sales and customer satisfaction.
- The strategy included streamlining operations and training for employees, resulting in a 20% increase in customer satisfaction.
- The viral advertising campaign with the jingle “Whopper Whopper” has been successful, generating wide reactions on social networks and increasing sales of Whoppers.
In mid-2022, Restaurant Brands International said it had launched a new marketing plan to revitalize the US businesses of Burger King, one of its main brands.
Now, the company says it has managed to improve operations, with more sales and higher customer satisfaction.
The data is known almost a month before Restaurant Brands reports its financial report for the first quarter of 2023 on May 2.
Tom Curtis, president of Burger King in the United States told CNBC that preliminary data show that The new marketing campaign is already driving sales and that is just the beginning.
Restaurant Brands International had reported a 5 percent sales increase in the last three months of 2022, so an improvement was already in sight.
Burger King’s plan, which meant an investment of 400 million dollars, consists in renewing the points of sale throughout the US in association with the franchisees and in a strong outlay on advertising.
Burger King’s plan to “make friends” with franchisees seems to be at odds with the tense relationship that McDonald’s has with its franchisees due to changes in its franchise policies.
Before launching the marketing plan, Burger King spent a year simplifying its operations, including, for example, improving order fulfillment efficiency. A sandwich that used to take 21 steps to prepare now took just five, Curtis said.
As part of the strategy, called Reclaim the Flame (kind of like “recapture the flame”), Burger King turned its attention to a training program for all of its restaurants. The program included everything from telling employees to greet customers to making Whoppers correctly.
He also conducted roundtables for general managers and rules on how to deep clean restaurants.
“They were fundamental things and they resulted in a 20 percent increase in guest satisfaction,” says the president of BK.
Advertising campaign for Burger King marketing
The advertising campaign, meanwhile, centered on the jingle “Whopper Whopper”, went viral and generated wide reactions on Twitter and Tiktok.
Whopper Whopper Song 🍔Burger King #TikTok pic.twitter.com/GxiH77LuAN
—OddsMaker (@OddsMaker_35) April 9, 2023
The company officially released the song, which already has nearly 3.3 million streams on Spotify.
“We are selling more Whoppers than ever. It exceeded my expectations,” Curtis said.
whopper whopper whopper whopper junior double triple whopper flame grilled taste with perfect toppers i rule this day (≧▽≦) pic.twitter.com/Dyh6nPKSGD
— ☁️🤍freya🤍☁️ (@faeiryfreya) March 2, 2023
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