While Burger King enters the next stage of it Transformation effortsThe fast food series tries to attract families to their restaurants with colored cakes and children’s friendly film partnerships.
Starting in Tuesday, and Brands International Restaurant Chain will sell new menu elements inspired by a new “Action” edition of “How to train your dragon”. Cooperation is more than just a single partnership-it is part of the broader Burger King strategy to raise US sales.
“We are really starting to depend now after we have made some progress in both operations and in our restaurants, in the first marketing strategy,” Berger King and Canada, Tom Curtis, the president, told CNBC.
Burger King’s US Business was in a transformation mode for more than two and a half years. After failing to compete with Burger McDonald’s and WindyThe company announced plans for Investment Hundreds of millions of dollars in a return strategy to renew their restaurants, improve their operations and spend on advertising. Even She bought her largest American concession In order to accelerate restaurants.
“We find that there will be chapters for this over time, and now this is the family strategic separation, as we have done enough work and transformed our restaurant operations to the extent that we are proud of,” said Cortis. “We are inviting families again, and we find that we get better retention when they return.”
Cortis said that focusing on families gives Burger King the opportunity to attract clients across the age groups, from the millennial generation to the alpha generation, which is almost defined as being born in 2010 and 2025. In addition, the thirsty use of parents of social media means that the word is spreading quickly, which gives the approach a leg compared to one targeting of one demographic that is not enthusiastic over the Internet.
The elements of the Limited Limited menu include Whopper Dragon Flame Whuper, with a red and orange marble cake; Fiery Dragon Mozzarella Fries, made of hot pepper bread. Height of the strawberry lemon juice. And Sundae chocolate Viking, with Hershey syrup and black and green cookies collapsed.
The history of the color film
Film cooperation is not new for fast food – or Burger King. It was one of the first fast food chains that tend to connect movies. In 1977, the series sold “Star Wars” glasses before the film was released.
McDonald’s was not behind a happy meal of Star Treke after two years, as it launched contracts of movies, television and games targeting children. Recently, golden arches cooperation With “Minecraft” through more than 100 markets sold within two weeks in the United States, about half the time allocated to the upgrade.
In the last Burger King’s past, under the leadership of Courtis, the series had two main partnerships: one with “Spider-Man: Via Spider” two years ago and another with ADDAMS FamilyHalloween timing last year.
Each of these lists is characterized by brilliantly with colored theme cakes, dyed using natural coloring, such as beet juice or Ube.
“The lack of dyes and artificial colors is important for us for a while,” said Cortis.
Burger King’s use of natural dyes comes at a time when artificial food dyes were fire from healthy parents. After a batch of the Minister of Health and Humanitarian Services, Robert F. Kennedy Junior, Food and Drug Administration recently Plans announced To gradually get rid of the use of oil -based artificial dyes in food and drinks.
The previous two cooperatives were the best -selling Wurger King, based on the sold number, according to Cortis.
He said: “What we found in the promotion of the AdDams family was specifically, as we dug into the property, the traffic was somewhat flat, but sales rose.”
Lift the expected sales from the “How to Train your Dragon” list comes in a decisive time for Burger King.
In the last quarter, the company’s return Stumbling. The store’s sales in the United States in the United States decreased by 1.1 %, reflecting an industry ride such as concerns about the economy and bad weather that kept dinner at home.
But Cortis is sure that Burger King is on the right track, pointing to the relative performance of the series compared to its largest competitors: McDonald’s and Windy.
He said: “I know that they are defending, and sometimes, frankly, they are copying some of the things we do, which, as you know, plagiarism is the morals of compliment.” “When we see them, they do it, it gives us more condemnation to stay on the path.”
Deep diving
When you strike the direct version of “How to Train your Dragon” theaters on June 13, it is expected to be one of the major films in the summer. After all, its animated trilogy He achieved more than $ 1.6 billion All over the world.
Burger King has similar expectations to link the list.
The elements of the family spider family and AdDams Family pushed Burger King to “greatly” for their expectations for the “Training Dragon” list, according to Cortis. Burger King also plans to change its advertising strategy, which can significantly increase the demand for grilled dragon.
“In the past, we will just link ourselves to the property of the film, but we will not necessarily announce the association – you only see it and hear it on social media,” said Cortis.
The promotion is supposed to continue until early July, but in the event of burning Burger King by supplying it in just three weeks, the series is ready to monitor the sites that have run out of the menu elements. This is a lesson that I learned while presenting the spider effects, when she had to launch a follower on his website to help customers find the desired Whopper.
When you learn from every experience, Burger King plans to dive into the franchise more than that, betting that the additional effort will lead to loyalty in the long term of the brand.
“We are more couple than we have in the past,” said Cortis. “We have one near the end of the year that we are very excited about … We get some climb up to the next year as well. In each of these, we will all go.”
Disclosure: CNBC and Universal Studios have a product and distributor “How to Train your dragon”.
