Industry News | November 5, 2001
Burger King Allies With AOL Time Warner
Under the new partnership, Burger King and AOL Time Warner plan to create a series of integrated marketing concepts that will link the twelve million customers who visit Burger King restaurants every day with customized features within numerous media properties of AOL Time Warner in publishing, broadcast, music, film, and online. Burger King customers, for example, would soon be given digital codes with purchases to allow them access to special sites available on several America Online brands and www.burgerking.com . Once inside these sites, Burger King customers would be able to participate in various sports and music promotions encompassing a wide range of companies within the entertainment industry.
"At Burger King Corporation, we are looking to welcome back millions of customers to Burger King restaurants through new products, new partnerships, new strategies, and a commitment to serve customers what they want and how they want it at a good value," said John H. Dasburg, chairman, CEO, and president of Burger King Corporation. "Partnering with a media powerhouse like AOL Time Warner will provide our customers a broad array of exciting, interactive, and cutting-edge experiences. By combining our brand with AOL Time Warner's top-drawer content and media distribution strengths, we will reach the widest audience in the online and offline worlds. This strategic alliance will bring more value to our customers than anyone in foodservice. This partnership will bring fun, valuable experiences to our customers."
Under the multi-million dollar, multi-year alliance, AOL Time Warner and Burger King will create targeted promotions and programs that are designed to build customer loyalty and drive sales. The agreement takes advantage of each company's brands and marketing strengths through a broad package of opportunities. The BURGER KING® brand will also be promoted across AOL Time Warner's unparalleled range of television, print and online media, including Turner network properties such as CNN and TNT; Time Inc. magazines including TIME, SPORTS ILLUSTRATED, and PEOPLE; and America Online brands including AOL, CompuServe and Netscape.
The companies will also work together on a variety of specially designed in-restaurant and drive-thru promotions to make AOL Time Warner content available to the more than twelve million customers who visit Burger King restaurants each day. Customers may be able to pick up AOL software, learn about the latest Warner Bros. and New Line motion pictures, get information on new musical acts from the Warner Music Group, as well as those from other record labels, and read special features from Time Inc. magazines, such as TIME and PEOPLE, on their tray liners.
In addition, a variety of AOL Time Warner entertainment benefits have been designed for Burger King restaurant team members and managers to highlight the importance Burger King Corporation places on attracting and retaining high-quality restaurant employees. This unique angle on employee benefits may include concert tickets for team members, the potential for special pricing on AOL Time Warner products and services, and other entertainment experiences.
Burger King Corporation and AOL Time Warner will also work together to include a charitable component under which customers will help determine the allocation of charitable funds raised through the alliance.
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