If you were a national fast food chain foreverlags behind its competitorsfor some reason (if it's not the food, then it's the cool factor), how far will you go to turn things around?
burger Kinggoing as far as investing $400 million to try to improve brand optics. One of America's largest hamburger chains just announced that the major investment will be used to accelerate sales growth and make its products "premium," according to a press release.
Called the “Reclaim the Flame” campaign, the plan will take a two-pronged approach, investing $150 million in advertising and digital components of the company, and $250 million in restaurant technology, kitchen equipment, building improvements and high-end renovations. moving, in two years.
Here are some of the biggest changes customers can expect.
Burger King is upgrading this crucial sandwich
Increased surf
Just as McDonald's continues to succeed in reaching new generations of consumers, Burger King plans to do the same.
The chain said it will "refresh" and "modernize" its brand, giving meaning and relevance to core concepts such as "flame grilling," as well as the vintage slogan "Have It Your Way," which dates back to the 1970s and emphasizes individuality and self-expression.
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It's all about the Whopper
As beforeannounced, Burger King plans to treat its iconic Whopper like it's a big deal — because it is.
The flame-grilled burger gets a premium makeover (it already has one).taken from the value menu) with new flavor extensions and improved execution in all kitchens of the chain. It seems like customers can look forward to Whopper becoming more consistent and of better quality.
But also about chicken sandwiches
Burger King recently replaced its Ch'King with the new Royal line of chicken sandwiches, signaling a new approach to the menu, one that shows no mercy for underperforming items, no matter how recently launched.
According to the parent company, the Royal Crispy Chicken sandwiches are easier to make, which improves the guest experience. And they're just the beginning, as BK plans to become a chicken destination.
Advertising on steroids
The chain plans to increase its annual advertising budget by 30% over the next two years, which means you can expect a more concerted effort to reach customers and highlight any improvements to the guest experience.
Refreshment from the restaurant
Burger King's restaurants are getting a makeover. The chain, together with its franchisees, will invest in restaurant technology, kitchen equipment and building improvements at thousands of locations.
Flu because of you
Mura is editor-in-chief of ETNT, leading coverage of America's favorite chain restaurants, grocery stores and viral food moments.Read more about Mura
