Wednesday, August 22, 2012

Burger King’s Summer Sizzles leveraging LTO’s for top line growth.

Burger King’s success this summer can in part be attributed to cool treats.  Leveraging new product albeit traditional ice cream with a twist; it looks as if Bacon Sundaes and $0.50 Cones just might have done the trick. 

The 5 P’s of food marketing: Product, Packaging, Placement, Portability and Price while ever present at Burger King, one can clearly see how wisely they utilized them during the summer season to garner new consumers while increasing frequency by day-part. Snacking; it the new normal and treats are a double positive with consumers.

The primary driver of the ready-2-eat and heat-N-eat grocerant niche food is quality food bundled as components allowing and promoting consumer choice.  Meal time is now becoming a time of convenient meal participation, with differentiation and individualization for the entire family.  When a family can mix and match components everyone wins.  Burger King’s new summer snacks provide options for family fun.  Fun comes under the hallo of “better for you” and Burger King is offering heat relief fun.

Burger King while enjoying a sales bump from its introduction of new menu items will soon be creating distinctive differentiated food consumable’s as an entity with identity by day part they can truly call their own.  Burger King now has top line sales momentum and is garnering consumer support.  Success does leave clues and the next challenge new branded product as an entity with identity will be rolled out in 2013. 

For international corporate presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. Johnson, or

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