Burger King

The Way to a Good Slogan

Burger King unveiled a new slogan, “Be Your Way,” along with a marketing campaign targeted at the Millennial generation. While the new tagline is similar to the brand’s longstanding, iconic “Have It Your Way” slogan, experts say it reflects a new focus on customers’ way of life rather than the chain’s food and service.

Burger King Brings Back Subservient Chicken

Burger King

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It’s the 10 year anniversary of the Subservient Chicken, and Burger King announced he’s back. Subservient Chicken will be making a return in a digital short film, marking the launch of the new Chicken Big King Sandwich. An internet sensation and technological breakthrough for its time in 2004, the chicken followed user commands in real time and reached hundreds of millions of online views. Ten years since his debut, the chicken who was previously subservient is back and turning the tables, encouraging fans to be their own way.

A Picture of Health

Fast food gets a bad rap. The industry is actively cutting back on calories, sodium, trans fats, high fructose corn syrup, and other ingredient components that are detrimental to nutrition, but consumers and watchdogs alike are still quick to point fingers when the nation’s health woes come under debate.

Mobile Goes Mainstream

McDonald’s, Burger King, and Wendy’s all experimenting with mobile payments.

Quick service restaurants roll out smart phone app payment options for customers
Wendy's is expanding its mobile payment options to more U.S. markets throughout 2014.

In the post-recession economy, major quick-service players are still struggling to find new ways to drive traffic and capture the attention and loyalty of the all-important Millennial consumer.

Now some of the biggest brands in the business, including McDonald’s, Wendy’s, and Burger King, think they’ve found the way to do it: mobile payments.

Burger King Rebrands Value Menu to King Deals Value Menu

Burger King Worldwide Inc. introduced its new King Deals Value Menu, which includes the Rodeo Crispy Chicken and the Rodeo Burger for $1 each.

The King Deals Value Menu offers a wide variety of choices for breakfast, lunch, and dinner with prices starting at $1. As part of Burger King’s commitment to providing guests with outstanding value, the King Deals Value Menu now contains more than 20 items.

The Best of Both Worlds

Menu innovation remains one of the best ways a brand can stay fresh in consumers’ minds, and quick serves are taking product development to another level by partnering with other food brands to create new menu items.

These partnerships have created some of the most successful product launches in recent memory, including Taco Bell’s Doritos Locos Tacos and Popeyes’ Zatarain’s Butterfly Shrimp, to name a few.

Burger King Crowns New Big King Sandwich

Burger King Worldwide Inc. announced the introduction of the new Big King sandwich to its menu. The new sandwich features two pure beef, fire-grilled patties, lettuce, onions, and signature King Sauce, all on a three-layer toasted sesame seed bun.

Since opening in 1954, the core of the Burger King business has focused on serving fire-grilled burgers and french fries. Having recently introduced an exciting french fry innovation in Satisfries, Burger King restaurants will now bring a new burger option to its guests.

In Like a Lion

Burger King, fellow quick serves go big on new-product marketing.

Burger King promoted its new Satisfries french fries with a big marketing.
Burger King jokingly changed the name of some restaurants to "Fries King" to promote its new Satisfries.

Burger King has something big on its hands, and the brand isn’t letting it fly under the radar.

Its newest product, Satisfries, is the first of its kind in the industry—healthier french fries with 40 percent less fat and 30 percent fewer calories than competitors’ fries. To tout the milestone, the burger brand is putting as much marketing might behind the product rollout as possible.

The Drive-Thru Performance Study

It used to be that speed of service was the most important part of the drive thru. But times have changed.

Fast food drive thrus are slowing down as consumers demand premium menus.
Chick-fil-A averages a whopping 6.09 cars in its drive thru at any given time. chick-fil-a / Stanley Leary

Since the advent of the modern quick-service drive thru—some would say in the early 1970s, though the idea of a pick-up window has been around for much longer—operators have tinkered with the nuts and bolts to create a drive thru that is as fast, efficient, and pleasant as possible. Innovations throughout the years, from wireless headsets and order-confirmation boards to dual lanes and pre-sell signage, have created a better drive thru capable of handling the 60–70 percent of business that now loops the exterior of most quick-service restaurants.