Burger King

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.

Burger King Debuts Low-Calorie French Fries

Looking for an edge against its quick-serve rivals, Burger King is introducing healthier french fries, dubbed “Satisfries,” today at all of its 7,200 U.S. outlets.

Satisfries contain 40 percent less fat and 30 percent fewer calories than traditional fries, and 25 percent less fat and 20 percent fewer calories than standard Burger King fries, which remain on the menu. Satisfries will sell for $1.79–$1.99 a serving, compared with the $1.59 price of basic fries.

Fall Flavors Show Up Early

Pumpkin reigns as operators rush to capitalize on popular seasonal trends.

Krispy Kreme released its pumpkin-themed fall lineup a month early this year.
Krispy Kreme released its pumpkin-themed fall lineup a month early this year. Krispy Kreme

Quick-service operators are launching seasonal menu items earlier this fall in an effort to beat their competition to the punch. From pumpkin doughnuts to caramel apple frozen yogurt, fall-flavored menu items are popping up across the industry even before the season has officially begun.

“We usually launch [fall products] in October. But this year, for the first time, we are bringing them out in September,” says Lafeea Watson, spokeswoman for Krispy Kreme. “That’s what the industry seems to be doing.”

Daily Deals Evolve

Operators still look to daily-deal services to drive business.

NYC Bagel Deli sold more than 10,500 Groupon deals for the brand last May.
Corey Kaplan, owner of NYC Bagel Deli, says customers bought more than 10,500 Groupon deals for the brand last May.

Two years ago, daily-deal sites such as Groupon, LivingSocial, and a host of other regional and national players boomed as customers clamored for discounted products and services. Many of the sites eventually closed up shop as the trend faded and the space became too saturated.

RTI Welcomes Burger King Operators

A leading restaurant software developer RTI announced that Burger King franchisees GPS Hospitality of Atlanta and Capital Restaurant Group LLC, of North Charleston, South Carolina, have chosen RTIconnect for their back office technology.

 

GPS Hospitality has 42 restaurants in Georgia and Capital Restaurant Group has 28 restaurants in South Carolina.

 

Mobile Makeover

Mobile marketing use increases as quick serves try to attract on-the-go customers.

Burger King used a geo location marketing campaign with its french fries launch.
Burger King used a geo-location marketing campaign with its french fries launch in 2011.

Quick-service operators increasingly have the ability to target their customers right where they are. The industry’s use of mobile marketing has grown exponentially over the last two years, and marketers are projected to spend $1.2 billion on mobile display advertising (not including smartphone apps, mobile coupons, and other mobile ads) by 2014, according to eMarketer.

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