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.
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