Swot Analysis Burger King

Process

 Burger King focuses on those segment of people who spend most of their money in restaurants. These include yound men and women who visit fast food chains about 10 times a month.

 It has a combination of both “loss leader promotions” along with more expensive menu items like high margin soft drinks and French fries.

 Recently Burger King planned on adding more restaurants and opened about 400 new ones in the last 3 years. This helped them enter new strategic market

 The company is trying to grow itself more with innovative marketing techniques like King television commercial

 The company has employed a combination of “loss leader” promotions” coupled with upsells of more expensive menu items, specifically higher-margin French

The mistake in this strategy became apparent in 2008 when the Great Recession took place, says Steve Wibrorg, president of corporations North America branch.

. As other quick serves managed to mitigate their losses by drawing in consumers accustomed to eating at pricier restaurants, Burger King struggled to capitalize on the “trade-down” phenomenon.

“I don’t think Burger King got its fair share of trade down when that all happened because it is speaking to a very focused individual,” Wiborg says.

To make matter worst the amount of burger fast food chains was also increasing and was coming up with new concepts like Smash burger and five guys. The competition was were high and everyday a new element was brought into the competition. All this hit burger king hard and they released something had to be done to be able to survive in the market. So Burger King brought in a new management team and started developing new strategies and ideas. Wiborg was included in this.

Burger King had to make some changes because over the last 10 years they has fallen behind on their competitors says Wiborg. They did a brainstorming session which took about nine months and yielded $750 million strategy which was announced by Burger King in

They believed that getting the tomatoes and lettuce precut from the commissary wasn’t OK and they preferred it being done in house as they wanted to focus on freshness. The ultimate goal was to differentiate the food provided by Burger King from those of its competitors.

They believed that anyone who sold food, even a grocery store was a competitor to them. Even though people could look at their product and feel that those weren’t new and could be got anywhere else Burger King believes that they are differentiating and they are best in class.

Burger Kings new marketing campaign was the second pillar of the strategy. . The previous campaign, featuring the now-retired King, was in some ways a fitting symbol of the chain’s recent history: Aggressively geared toward young males, the mascot wore the forced smile of a restaurant owner who is watching another dissatisfied customer leave his restaurant in favor of a competitor.

The new campaign got rid of the masked masot and replaced it with celebrities which were instantly recognized such as Jay Leno and Mary J.Blige aand Burger King payroll. The off humor is also no longer present and is replace by brand of comedy