FOUR PILLARS OF CHANGE FOR THE COMPANYMenuMarketing ImageOperations
First Pillar - MenuNew&Improved: Salads, Frappes, Smoothies, Chicken Strips, Fries (Thicker cut, more flavor)Summer Items:Sweet Potato Fries, Iced Lemonade, Maple Bacon Sunday, BBQ: Texas (Smoky & spicy), Carolina (Sweet & Tangy), Memphis (pulled pork)
“We chose celebrities to get people’s attention faster and to show the diversity that we have with our brand” AlexMacedo, SVP- North America Marketing Selma HayekSteven TylerSophia VergaraPERIPHERAL AdvertisingALSO USED: Taste is KING (for bbq)Focus on food versus KingPart of second pillar: Marketing
This cup series will highlight four of USA Basketball’s memorable teams over the last two decades, including the 1992 Dream Team, and the teams from 1996, 2000, 2008, along with this year’s 2012 USA Basketball team. Consumer Involvement: partnership with USA BBall = YOUR TEAM YOUR VOICE = select Exhibition Game Day Jerseys (July 12), guess final 12In a survey of 1,000 consumers about who is sponsoring the London Olympics, 37% incorrectly believed that BK is a sponsor.52% said that this belief made them feel more positively about the brand.2. BRAZIL: Anderson Silva, a Brazilian fighter sponsored by Burger King, tweeted about the double-fries promotion available on post-medal days. THIRD PILLAR: IMAGE
Reminds me of American Express: Highest Card you can get is the American Express Premium Gold Card’Not usual fast food restaurant behavior/offers: THIRD pillar, IMAGE
Goal to renovate 40% of US / Canada BK’s in the next 4 yearsThird pillar: IMAGE