Ben Wise on Branding

Watching the world through the lens of the brand

Burger King Changes Course in the UK

with one comment

The Burger King 'King'For years, Burger King has played second fiddle to McDonald’s. Their response has been to try to entice users with promotional offers. Considering that a distressed Burger King was just sold to 3G Capital Management, the brand strategy based around promotional offers wasn’t a bit hit. In the year to June 30, sales fell by over 2% while their key competitors, McDonald’s and Subway, both grew sales. Under new management, the fast-food brand is changing course for the better.

The Problem with Promotions

Promotions are often a necessary part of brand marketing, which isn’t likely to change anytime soon. I can accept that. But a strategy based around promotions is inherently too short-term focused. Promotions might get customers in the door, but unless you have an amazing and differentiated product (something extremely difficult to do in the fast-food business), it will never garner the loyalty required to build a sustainable brand.

Burger King’s promotions could easily be matched or beaten by competitors and never created a lasting, emotional connection with customers.

The New Way

Burger King has launched a new campaign that is centered around their iconic King character. The campaign will be tied into Foursquare, as well as other social and digital ads promoting the same message. The obvious benefit of this campaign is the introduction of a brand character that has the potential to create an emotional connection with customers, something sorely lacking in their brand strategy. As well, it does a great job tying in multiple media channels to reach different customers in the manner best suited to them. This helps create an experience out of the campaign, another effective way of providing an emotional benefit.

Unfortunately, Burger King isn’t moving far enough from their old ways, as following the King will lead customers to discounts and special offers.

A move in the right direction, but still a few steps too short!

What do you think? Will the change help Burger King turn their sales around?

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Written by benwisebranding

September 14, 2010 at 10:07 am

One Response

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  1. […] This post was mentioned on Twitter by Alltop Branding, Foursquare UK. Foursquare UK said: Burger King Changes Course in the UK « Ben Wise on Branding : http://bit.ly/9afO50 #foursquare […]


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