Marketing Process Of Burger King's Marketing Strategy

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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…show more content…
 In 2009 Black Enterprise magazine named Burger King one of the “40 Best Companies for Diversity.”  Burger King pairs its “have it either way” theme with speedy customer service. To facilitate fast service Burger King takes customer orders on a continual basis. After an order is taken, the customer then moves down the line where another employee is preparing the order. Meanwhile, the original employee is taking another customer’s order. Customers also get their own drinks while they are waiting for their meal. In early 2000’s Burger King saw a downturn , when grievances were publicly aired by major franchisees. Since then, the chain has seen different ownerships and has jumped on and off the public markets for a few years. During this time its competitor McDonalds expanded its line through Mc Café which has specialty drinks that included different coffee drinks, ice cream shakes and fruit smoothies it also had wraps and salads for people who were conscious about their…show more content…
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

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