Is Burger King Stepping-Up and Standing-Out?

Copy-cat marketing and follow-the-leader positioning just might be pushed aside at Burger King or at least that is what Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® wants to believe.  Regular readers of this blog know Johnson has time and time again pointed out that copy-cat marketing and follow-the-leader positioning is required at times he has pointed out at Burger King it has been over-done.

Burger King with this one new food marketing limited time offer (LTO) has redefined the price, value, service, equilibrium for fresh food breakfast for all retailers according to Johnson. This program edifies relevance with Gen Z, Millennials, Gen X (all but forgotten) and Boomers according to Johnson.

OK, so what is the LTO? It is an app-based BK Cafe Subscription costs $5 a month and entitles users to one small brewed coffee per day per month. Talk about value this is a wake-up call for AM Daypart Sales, it’s a great loyalty program, it is hand-held-food marketing at it’s best according to Johnson.

There is no doubt but this platform of fast food value subscription will create distance between Burger King and other retailers including Wawa, Sheetz, Starbucks, and yes McDonalds in the AM Daypart.  More important this new positioning platform could do for Burger King what the $ 5 Footlong did for Subway according to Johnson.  

Adding relevance to their most frequent consumers the BK Cafe Subscription, available only through the burger chain’s app, entitles users to one small hot brewed coffee per day for “the price of a large cappuccino from Starbucks,” according to the company’s marketing materials. You just have to like that!

Playing catch-up for any chain restaurant is hard to do.  This is one LTO where Burger King has stepped up to the plate and it looks to the team at Foodservice Solutions® that they have hit a home run with this one.

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.