Industry News | November 7, 2011
With the King Out of the Way, BK Offers New Crown to Kids
Burger King announced today a revamp of its kids’ meal option, launching the BK Crown Program for kids that updates its packaging and signature cardboard crown and makes the kids’ meal a more family friendly experience.
The updated Kids Meal now comes in a square cardboard box, attached to which is the new, slimmer crown, which has bolder colors and more jewels.
The rest of the box includes interactive games, puzzles, and activities for kids to play with their families. The box also directs customers to BKCrown.com, where there are more activities.
Alex Macedo, senior vice president of North America marketing for Burger King Corp., said in an e-mail to QSR that it was important to the company to involve a customer’s whole family in the new Kids Meal.
“At Burger King, we believe it's important to appeal to families by providing something for everyone, from menu offerings to the experience,” Macedo said.
“In today’s busy world, we understand the challenges that families face at meal time and the importance of getting everyone together. The BK Crown Program offers parents a real solution that not only provides a quality meal, but an overall experience to bring the family together.”
Burger King is also teaching kids the importance of charitable giving through the new BK Crown Program. The new box prompts families to visit BKCrown.com and learn more about giving to programs that support the environment, animals, and education.
Kids can enter a code on the website and vote to donate to one of four organizations: Wildlife Conservation Society, National Parks Conservation Association, DonorsChoose.org, or the Have It Your Way Foundation.
“In addition to unleashing a child’s creativity, Burger King believes it is important to teach the invaluable lesson of giving back at an early age,” Macedo said. “The fund will help support charities involved in improving education and protecting the environment and wildlife causes that resonated highly with families.”
Burger King also announced that, through December 4, it is offering the BK Family Bundle. The $9.99 bundle comes with a Whopper, a Whopper Jr., two small fries, two small drinks, and a Kids Meal.
By Sam Oches
Food & Beverage
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