Monday, April 15, 2013

Burger King’s Strategies

Burger King was the No. 2 burger chain before Wendy’s moved up. In order to reclaim its No. 2 position, Burger King has to apply to the new marketing strategy to rebuild its food menu. The new strategy helps Burger King increase 2.7 percent comparable-sales at the fourth quarter. The new menu adds the coffee and fresher foods choices. The good sales made Burger King decide to double its coffee choices in the next few weeks.

In order to reduce its food cost, Burger King partnered with Seattle’s Best Coffee. The corporation with this famous coffee brand can help Burger King easily gain more loyal customers for their coffee drinks. Seattle’s Best Coffee is a wholly owned subsidiary of Starbucks. Seattle’s Best is also teaming up with other companies, such as Subway. Comparing to its owner Starbucks, Seattle Best Coffee is cheaper. This is a direct reason why Burger King decided to cooperate with Seattle’s Best Coffee who can offer the cheap coffee as $1 in the restaurant. It is no doubt that cheap coffee is more attractive to Burger King’s customers. The cheap coffees also include flavored iced coffee and vanilla lattes. More choices of coffee can increase customers’ satisfaction.
The fresher foods of the new menu means Burger King want to focus on the health food in order to satisfied its customers and help them to find more eating value. Obesity has become a social phenomenon in the resent years. In United States, more than one-third of adults are obese. Customers have to put more attention on the balanced diet. More and more fast food companies want to get rid of negative words of obesity, so most of fast food companies insisted on developing health food menus. Comparing to other fast food companies, Burger King developed the health food menu later. In Burger King’s new menu, salads and fruit smoothies are necessary food choices appearing in their fresher foods just like what McDonald’s did.


  1. Do you think that if Burger King added more of a health conscious menu they would be competing more heavily for the number 1 spot? Or do you think this added menu of coffee will do the trick? And do you think that even though that partnering with the 'cheaper' Seattle's Best they will be creating more revenues?

    1. One thing that I am sure that all these changes will help Burger King to be more attractive to the customers