Is Burger King’s Marketing Relevance Consumer Focused

 

Summer and action movies go hand in hand and Burger King is starting the summer off right with its partnership co-promotion with Spider-Man according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. 

Johnson stated that Burger King will drive new electricity into its brand and brand messaging with its primary targeted customer this summer and should see growth in Top-line sales and bottom-line profits all summer from this co-promotion.”

So, Burger King in co-promotion with Spider-Man: Across the Spider-Verse – is entering the Spider-Verse with a limited-time take on the brand’s iconic Whopper sandwich. The newest Whopper innovation was developed in celebration of the upcoming theatrical release of Sony Pictures Animation’s Spider-Man: Across the Spider-Verse, the next chapter in the hit film franchise that will swing into theaters worldwide on June 2.

Available at participating U.S. restaurants nationwide from May 15 through June 21, the “Spider-Verse” Whopper features a red bun topped with black sesame seeds, drawing inspiration from the amazing web-slinger himself, along with melted Swiss cheese and all the traditional Whopper toppings – including juicy tomatoes, crisp lettuce, creamy mayonnaise, ketchup, crunchy pickles, and sliced white onions.

Burger King customer can have the “Spider-Verse” Whopper their way with personal customizations – including the addition of crispy bacon – potentially making for nearly as many combination possibilities as there are Spider-Verses.

Alongside the flame-grilled “Spider-Verse” Whopper, customers and Spider-Man fans alike can also enjoy a “Spider-Verse” Sundae this summer, which features soft serve ice cream topped with black and red chocolate popping candies.

Pat O’Toole, Chief Marketing Officer, Burger King North America, stated, “Like the infinite number of universes that can be explored in the next installment of the award-winning Spider-Man franchise, Burger King fans can discover new and exciting ways to customize the “Spider-Verse” menu items,” ... “This co-promotion allows us to bring the best of both worlds together, creating countless possibilities for Guests to have it their way and rule their Spider-Verse.”

Yes, there is more, “Spider-Verse” Whopper and “Spider-Verse” Sundae to participating locations nationwide, starting today, the Spider-Verse will also take over select Burger King restaurant locations across the globe. With interactive designs that place guests and fans inside the action-packed “Spider-Verse” – including an in-dining room and drive thru takeover and “Instagram-able” areas where Guests can immerse themselves in the “Spider-Verse” – the transformed restaurants can be found in New York City (Astoria, Queens), France, United Arab Emirates, Brazil, and others. 

Jeffrey Godsick, EVP, Global Partnerships & Brand Management and Head of Location Based Entertainment, Sony Pictures Entertainment, stated, “Burger King is an iconic and global brand, making them the perfect partner for our Spider-Verse film. Their passion for great creative has led them to come up with fun and imaginative activations that will allow fans to be able to swing into select local Burger King restaurants and immerse themselves in the ‘Spider-Verse.”

Are you looking for new customers? Do you want to keep your current customers while building new electricity? According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.” 

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  

Looking for success clues of your own? Foodservice Solutions® specializes in outsourced food marketing and business development ideations. We can help you identify, quantify and qualify additional food retail segment opportunities, technology, or a new menu product segment.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Foodservice Solutions®.