Say good-by to the Angry Whopper, the M&M Shake, and hello Impossible Whopper. Burger King has stepped up, to stand-out and Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® thinks it’s about time.
The Burger King marketing team has reason to be angry as the LTO’s have not been up to industry standards rather than creating a platform to drive sales recent LTO’s results seem to have missed the mark as year over year same-store sales rose just 0.4% domestically in the quarter ended March 31, and 2.2% globally.
Consumers are not angry, they are disappointed with the status quo and both the M&M Shake and Angry Whopper were just that. Angry, not the customers they were simply unimpressed. When Burger King announced that it plans to expand its Impossible Whopper nationally by the end of the year, the marketing team knew the time had come to move beyond the status quo.
Burger King reported that the impossible burger test generated 6 billion media impressions. They said that the product was increasing sales and not taking away orders from its existing Whopper. Consumers are looking for differentiation in products, yet they want familiarly according to Johnson. The Impossible burger does just that with the ‘halo’ of better-for-you’ and better-for-the-environment according to Johnson.
Josh Kobza, chief operating officer for Restaurant Brands International, stated “ delivery is both “highly incremental” and “profitable” for the company’s restaurants. “I think our outlook is to continue to grow coverage over the coming quarters and years, and probably to expand the sources from which we take orders over time,”
Burger King franchisee just might be ready for the status quo to move forward. Will the Impossible Whopper, Burger King do that? The team at Foodservice Solutions® thinks that this is a very good start. Does your brand look more like yesterday than tomorrow? Success does leave clues and status quo marketing will not drive incremental business. That is the success clue for today.
Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how www.FoodserviceSolutions.us can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us for more information.