Author: Sandra Essafi
Editor: Maya Al Chaarani
Burger King’s targets
-Young children: Burger King wants to attract children by offering complimentary toys with different menus. Burger king offers four different menus adapted for children from different ages and with different taste. (For example menus that include burger or 4 or 6 nuggets). By attracting children, Burger Kind also attract the parents that want to spend some quality time with their children and make them happy.
-Students: Students usually eat with their friends during the break and look for fast food restaurant due to the small amount of time they get. They tend to look for facility to respond to their basic eating and drinking needs. Students prefer cheap food but want to have different alternative so Burger King targets these groups of people by offering several menus for similar prices. This type of consumer does not have a specific time to eat so Burger King is open the whole day. It fits to their life style and correspond to the general social trends touching this target.
-Working people: This target includes Burger King’s main target, 18-35 year old men that like burger King for the big size and quality of its burgers. Burger King also targets working people with different preoccupations such as time, quality and quantity. This people do not have time to think about new places so they develop habits and go to restaurant where they will find the same standards. A large part of people from this category looks for take away food in order to eat at their work place. They reserve a small amount of time for eating and are usually alone so burger King offers delivery in certain countries such as the US. This group is mainly composed of male but burger King also target working female via healthier food such as salads and fruits.
-Lower and middle class families: Families with low revenues look for tasty food at a low price in order to spend quality time with their children. Burger King has though about this families by offering very cheap meals and toys for children. The parents can eat and find entertainment for affordable price.
-Burger Fans: Some people are passionate about burgers and they represent one of the most exigent targets for Burger King. They are specialized and can easily compare quality, quantity and flavor of different burgers from fast food chains.
Author: Viriginie Mialon
Editor: Marvy Lungyeki
Editor: Bingying Zhang
Burger War 