McDonald
Author: Maya Al Chaarani
Editor: Sandra ESSAFI
Burger King
Product
As a fast food chain, Burger King produces, hamburgers, cheeseburgers as well as Fries, Salads, Hash browns, Onion rings, Coffee, Juice, Shakes, cookies and pies.
Burger King sets itself apart from competition with its “have it your way” theme which allows individualize each orders with many options including fries or onion rings, cheese, bacon, mustard, ketchup, mayonnaise, lettuce, tomato, pickles, and onion.
The nation’s No. 2 burger chain will add Starbucks Corp.’s Seattle’s Best Coffee to all its U.S. restaurants in a phased roll-out that begins in the summer of 2010. Under the effort, more than 7,000 Burger King Restaurants will begin selling the coffee along with iced varieties that also come with a choice of plain, vanilla or mocha flavors and whipped toppings.
Burger King has signed a licensing deal with ConAgra Foods Lamb Weston which will result in offering a retail line of microwaveable Burger King Brand French fries at select retailers in the United States, including Wal-Mart.
At the same time, Burger King has plenty of healthy choices like Wraps, Garden Salad, Fresh Apple Slides.
Recently, the brand also introduce Satisfries, a new great tasting crinkle-out french fries with 40% less fat and 30% fewer calories. They held a contest on Instagram to promote the new product.
Price
Burger King recently joined McDonalds in offering value menus like the $1 double cheese burger or the $1.29 Whopper Jr., 50¢ Cones, $1 Frozen Lemonades and the “Mix and Match” 2 for $5 deal which is suitable with the increase of the demand for cheaper meals due to the economical environment.
The fast-food restaurant vowed to maintain the balance between value and premium products, but more budget-friendly offers can be expected.
The company also will continue to sell its new premium burger, the Steakhouse XT, for $3. Indeed, the company has focused on its “Penny pincher” value menu and “Stunner deals” discounts.
Place
Burger King operates its business through franchises, under a franchise arrangement, the franchisees invest in the equipment, signage, seating and decor, while the company owns or leases the land and building. The company generates revenues from three sources: sales at company restaurants, royalties and franchise fees and property income from those franchises that lease or sub lease property from the company.
At the end of September 2012, Burger King reported it had 12,667 restaurants in 73 countries which 66 percent are in the United States, others are established in international locations such as Africa, Asia and the Middle East.
In Europe, Burger King usually locate near traveling points such as train stations and airports. The up-coming restaurant in Paris will be located near the station Saint-Lazare. On the other hand, in Asia, the brand has another strategy to put its restaurants in shopping centers and concept stores.
Promotion
Burger Kings Big Value Menu $1 “Talent Show” invites customers to display their talent via videos they submit with the goal of winning a menu item. The firm applies a promotional strategy which involves the consumer which can reinforce and raise the number of the fan club.
Burger King is always looking for ways to offer affordable menus and items for their customers. Moreover, the company uses heavily the social medias networks in order to encourage the customers to win gift which maintain the activities of the fan community.
The company had program also another advertising campaign named “The next best move” in 2010 to feature scheduled promotional tours with stops in urban communities around the united state. A costly basketball event targeting young African American males. They used basketball as a cultural entry point because it’s such a part of the urban framework of these consumers that go to Burger King. The effort is augmented by a special website where participants can describe community service contributions a digital tactic which helps collect data. These informations will probably be use in order to sharp and improve the knowledge of the target. A promotional action which targeted a specific target segment with the goal to shows the fast food links with the urban music industry and gather a larger community.
You will find here bellow, the videos of both campaigns:
The company continues to respond to consumers seeking affordable meals with value promotions like the six-month launch of the $1 double cheeseburger. Burger King also launched a line of holiday greeting cards that gave the recipient a dollar bill to be used to purchase the cheeseburger. Plus, Burger King backed the launch of the Tendercrisp premium Chicken burger, with a promotion theme encouraging consumers to “cheat on beef”’, an offer which aim to raise the sales volume. But, it is also a good tool to push the sales of new product. Moreover, these kind of actions can generate word-of-mouth, an informal way of communication which can measure the success of a campaign and drive more attendance in the restaurants.
Author: Bingying Zhang
Editor: Viriginie Mialon
Editor: Marvy Lungyeki
Burger War 