Why Burger King Has to Try Harder: A Reality Check

 

Burger King once stood atop the fast-food burger hierarchy with its flame-grilled identity and signature Whopper. But in today's hyper-competitive quick-service restaurant (QSR) landscape, Burger King isn’t just battling McDonald’s—it’s also trailing Chick-fil-A, Wendy’s, and even Arby’s in several key consumer-facing categories.

While the brand is still trying—with summer promotions like free Impossible Whoppers and National Fry Day deals—consumers aren’t fully buying in. The question isn't whether Burger King has value, but whether consumers feel the brand values them according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

 

7 Additional Consumer Insights: Where Burger King Misses the Mark

In addition to food quality, slow drive-thru’s, and weak loyalty engagement, here are seven more missed opportunities that have eroded Burger King’s connection with today’s fast-food customer:

1. Outdated Menu Innovation

Consumers crave bold, fresh, and Instagram-worthy offerings. While competitors like Wendy’s roll out hot honey chicken or loaded nacho cheeseburgers, Burger King's attempts often feel stale or gimmicky (e.g., colored buns, throwback LTOs) rather than crave-worthy or trend-forward.

2. Weak Breakfast Game

Chick-fil-A has carved out a premium niche in breakfast, and McDonald’s dominates with consistency. Burger King’s breakfast feels forgotten, with few compelling items or unique value propositions. Consumers report it feels like “an afterthought.”

3. Poor Packaging Experience

Consumers increasingly care about how food travels and looks, especially with the rise of delivery and mobile ordering. Burger King’s packaging often results in soggy fries, squashed buns, and melted cheese messes. In a DoorDash world, that's a brand killer.

4. Hit-or-Miss App Experience

While deals exist, many users complain about glitches, poor navigation, and confusing offer redemption on the BK App. Chick-fil-A and McDonald’s have set the bar high for seamless mobile ordering; Burger King has not kept pace.

5. Brand Personality Fatigue

The edgy, sarcastic “King” character once cut through, but today's consumers seek authenticity and purpose, not snark. Gen Z especially wants brands that show values over gimmicks, and Burger King's tone feels more like marketing noise than meaningful engagement.

6. Lack of Operational Consistency Across Stores

Consumers say experience varies wildly by location. From rude staff to incorrect orders to long waits, there's a perception that Burger King has little operational discipline, especially compared to the military-like consistency of Chick-fil-A.

7. No Signature Drink or Dessert Innovation

Where is Burger King's McFlurry? Its Frosty? Its Chick-fil-A lemonade? Consumers are drawn to indulgent share-worthy treats, and Burger King’s dessert and drink options feel underdeveloped and uninspired.

 

5 Ways Burger King Can Improve—According to the Grocerant Guru®

The Grocerant Guru®, Steven Johnson, emphasizes that consumers no longer differentiate brands based on food alone. They evaluate experience, personalization, relevance, and speed as part of their decision-making process. Here’s what Burger King needs to do to regain trust, increase average unit volume (AUV), boost customer counts, and improve profitability:

1. Reinvent the Drive-Thru and Make It Digital-First

Create a drive-thru experience modeled after Chick-fil-A’s efficiency and combine it with digital AI ordering like McDonald’s. Fewer errors, better upselling, and less frustration would instantly improve customer satisfaction.

2. Launch a Bold, Signature Burger Line

Burger King should own a lane of indulgence and innovation, from a high-end Wagyu Whopper to Korean BBQ-style sandwiches. The flame-grilled legacy should be an advantage, not an afterthought.

3. Focus on Modern Meal Bundles That Travel Well

Combo meals aren’t enough anymore. Think grab-and-go lunchboxes, family night bundles, and value-packed snack kits designed for mobile ordering and delivery optimization.

4. Rebuild Trust Through Store-Level Cleanliness and Hospitality

Invest in franchisee training, updated interiors, and hiring practices that reward friendly, fast service. Chick-fil-A wins not just on chicken—but on manners, consistency, and cleanliness.

5. Create Socially Relevant, Local Campaigns

The Crown A Classroom and BK Scholars programs are a start. But imagine if every Burger King store became a mini community partner—rewarding teachers, feeding shelters, sponsoring local youth. The ROI on brand trust and earned media would be huge.

 

Burger King's Future Depends on More Than Coupons

The current summer deals—free Impossible Whoppers and weekly fry promos—are a nod to value-seeking customers, but value alone no longer drives loyalty. Burger King needs to evolve across food, service, experience, and purpose if it wants to remain relevant.

Food Fact to Close:

Burger King's U.S. systemwide sales in 2023 were approximately $10.2 billion, compared to McDonald’s at over $50 billion and Chick-fil-A’s $21 billion, despite fewer locations. That gap isn’t just about scale—it’s about consumer trust, relevance, and frequency.

 

Think About This:
In today’s fast-paced QSR world, Burger King doesn’t just need to be better—it needs to feel better. It needs to matter again. And to do that, it’s got to try harder—every single day.

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Denny’s Knows Breakfast and Keke’s is Set for Success

 

For over seven decades, Denny’s has been a household name, synonymous with breakfast served all day and late-night bites after the game, the shift, or the drive. In a world where breakfast is no longer confined to early risers or truck stops, Denny’s has earned its place in America’s culinary rhythm. Yet today, with consumer dining habits shifting toward convenience, freshness, and discovery, the grocerant niche is thriving — and that’s exactly where Keke’s Breakfast Cafe steps in.

Steven Johnson the Grocerant Guru®, at Tacoma, WA based Foodservice Solutions® has long advocated that successful growth comes when brands marry authenticity, operational know-how, and a strong consumer value proposition. Keke’s, under the wing of Denny’s, is now poised not just for growth — but for transformational growth in the family-dining sector. Here’s why:

 

Five Reasons Keke’s Will Be a Growth Driver for Denny’s

1. Brunch-Forward Format with a Purpose
Unlike legacy full-service chains struggling with labor and margin issues across long hours, Keke’s operates on a tight 7 a.m. to 2:30 p.m. schedule. This format taps into the booming daytime dining trend. The benefit?

·       Lower labor costs

·       Higher quality execution

·       Enhanced employee satisfaction and retention

It’s no surprise that top-tier staff are more likely to stick around when they can serve breakfast, earn tips, and pick up their kids before school’s out.

2. Menu Integrity Meets Modernization
While the core menu has stayed true to its roots — scratch-made omelets, fresh-cut fruits, and no microwaves — Keke’s evolution includes alcoholic brunch beverages, a new kids’ menu, and select menu innovations. This balance ensures loyal customer retention while expanding appeal to brunch-centric Millennials and Gen Z.

3. Scalable with Experienced Operators
Denny’s franchise network brings proven operators into the fold, giving Keke’s a launchpad in new and challenging markets. That synergy is critical. Keke’s isn’t going it alone — it’s piggybacking off decades of franchise experience, real estate insight, and operational structure. This will fast-track expansion and reduce the trial-and-error phase.

4. Exceptional Operational Discipline
A Google review score of 4.85 across the system speaks volumes. Quick turns (38-minute average), high service scores, and strong execution indicate tight systems and strong in-unit leadership. That sets Keke’s apart in a segment where speed, cleanliness, and food quality drive repeat traffic.

5. Off-Premise Growth, Grocerant Style
Keke’s is finally embracing the grocerant trend — investing in takeout packaging, staffing, and marketing to support off-premise orders. With off-premise sales now in the high teens and climbing, this shift aligns perfectly with Gen Z and Millennial lifestyles that crave restaurant-quality food enjoyed at home.

 

How 'Discovery' Will Win Over Gen Z and Millennials

The concept of food discovery is one of the most powerful motivators for younger diners. They’re not just buying a meal — they’re chasing an experience, a moment, or a story. Here’s how Keke’s taps into that:

1. Origin Story with Personality
The brand name itself — Keke’s — is a mashup of founders Kevin and Keith. Authenticity like that resonates with younger consumers seeking real stories, not manufactured brand myths.

2. Regional Menu Twists
With its cheesesteak omelet nodding to the founders’ Philadelphia roots, Keke’s offers localized flavor with national relevance. That kind of culinary wink appeals to digital-savvy foodies eager to share “what’s new” in their feed.

3. Aesthetic and Instagram-Ready Plates
Keke’s plating — vibrant fruit, fluffy pancakes, bright Bellinis — is already built for Instagram and TikTok. Their investment in restaurant design updates only enhances the social shareability that drives trial among Gen Z.

4. Alcohol as an Occasion Builder
Brunch beverages like sangrias and peach Bellinis turn breakfast into a social event. For Millennials, brunch is often a lifestyle ritual. Keke’s now offers the affordable indulgence that fuels Saturday and Sunday get-togethers — a powerful repeat traffic generator.

5. Digital Discovery through Marketing
Keke’s has just begun digital marketing, but its potential is massive. Millennials and Gen Z don’t discover brands through billboards — they find them through reels, influencer posts, and online reviews. Keke’s brand tone, clean food story, and retro-chic aesthetic are built to thrive in digital spaces.

 

Think about this from the Grocerant Guru®

In today’s food landscape, breakfast isn’t just the most important meal of the day — it’s one of the most profitable. With Denny’s acting as both parent company and strategic mentor, Keke’s has the infrastructure, product integrity, and consumer alignment to scale nationwide.

This is not just a growth story. It’s a relevancy story.

As the lines between grocerant, restaurant, and fast-casual continue to blur, Keke’s Breakfast Cafe is serving up more than pancakes. They’re dishing out relevance, discovery, and choice — just the way Gen Z and Millennials like it.

And in the end, Denny’s isn’t just growing a new brand — it’s future-proofing its breakfast dominance.

Steven Johnson is the Grocerant Guru® at Foodservice Solutions®, a Tacoma, WA-based consultancy specializing in the grocerant niche: Ready-2-Eat and Heat-N-Eat fresh prepared food.

Consumer Channel Migration Elevates Disequilibrium A Grocerant Guru® Centric Perspective on Foodservice Channel Shifts

 

The grocery retail landscape is experiencing a tectonic shift, driven by an accelerating consumer migration from traditional grocery toward ready-to-eat, ready-to-heat, and freshly prepared foodservice options. This “grocerant” movement—a term coined by Grocerant Guru® Steven Johnson at Tacoma WA based Foodservice Solutions®—captures the fusion of grocery and restaurant experiences. Once a marginal trend, the grocerant model is now a powerful force eroding the boundaries between where food is purchased and where it is consumed. It has propelled supermarkets, convenience stores (c-stores), and quick-service restaurants (QSRs) into an intense competition for the consumer’s mealtime dollar.

Historical Trends: From Scratch Cooking to Grocerant Innovation

1970s–1990s: Supermarket Supremacy
Home-cooked meals and weekly shopping dominated the cultural narrative. Supermarkets thrived on bulk purchases and planned meal prep. This was the golden era of CPG advertising and loyalty cards.

2000s–2010s: The Rise of Convenience Culture
A cultural shift toward time-starved, dual-income households pushed consumers toward fast food and grab-and-go convenience. C-stores and QSRs began to blur the line between snacks and meals. Microwaveable meals and value menus redefined affordability and access.

In a Battle for Share of Stomach

2020s: The Grocerant Era
Today, we’re in the full swing of consumer channel migration. QSRs and c-stores offer complete meal solutions with restaurant-quality appeal. According to Johnson, “Consumers no longer eat where they shop. They shop where they can eat.” Grocery stores, with legacy infrastructure built around ingredient sales, are now urgently pivoting to retain meal relevance.

Data Signals: Evidence of the Grocerant Disruption

·       QSR Revenue Surge: Quick-service restaurants posted an 8.3% year-over-year revenue gain in 2024, far outpacing the 2.5% growth seen by grocery stores.

·       Declining Supermarket Footfall: Between 2019 and 2023, traditional supermarket visits dropped by 6.7%, reflecting eroded relevance in daily meal occasions.

·       C-store Fresh Food Boom: C-stores report 12% annual growth in foodservice revenue, fueled by robust investments in hot food programs and proprietary coffee platforms.

·       Delivery Ecosystem Disruption: App-based ordering and ghost kitchens make meal solutions ubiquitous—displacing the need for planned grocery trips and meal prep.

Grocerant Disruptions: A Framework from the Grocerant Guru®

Steven Johnson emphasizes that legacy grocery formats are in disequilibrium due to structural, technological, and behavioral disruptions. Here are the most pressing:

1.       Rising Rent & Ops Costs: Traditional grocers are locked into inefficient square footage, draining margins.

2.       Labor Shortages: Deli and hot food counters remain underutilized due to staffing challenges.

3.       Time Starvation: Consumers are choosing speed over scratch.

4.       Inflation-Induced Behavior Shifts: Shoppers trade down to low-prep, low-waste meal solutions.

5.       Generational Meal Preferences: Millennials and Gen Z are “serial snackers” who crave flavor variety and digital convenience.

6.       Digital Grocery Erosion: Online grocery lacks sensory engagement, making impulse and fresh food sales suffer.

7.       Mobile Meals Reign: Restaurant meals can now be ordered in less time than it takes to plan a grocery list.

8.       Occasion Fragmentation: Breakfast, lunch, and late-night meals have migrated from the grocery aisle to the convenience checkout.

Grocerant Solutions: Strategies to Restore Relevance

According to Johnson, “The future of grocery isn’t grocery—it’s foodservice.” Here are actionable pathways for reclaiming consumer mealtime:

1.       Reformat Store Footprints: Redesign floorplans to emphasize grocerant zones—think seating, hot bars, and self-checkout at food counters.

2.       Leverage Labor Automation: Adopt robotics for repetitive tasks like sandwich making, coffee service, and salad bars.

3.       Double Down on Grab-and-Go: Offer chef-inspired meals, bento boxes, and ethnic street foods in compact, high-turn formats.

4.       Price to Compete: Promote bundled meal deals (entrée + side + drink) at price points that rival fast food.

5.       Generational Menu Engineering: Infuse flavor-forward, globally inspired dishes that resonate with Gen Z’s adventurous palate.

6.       Omnichannel Ordering: Enable mobile app pre-orders, subscription meal kits, and AI-driven suggestions based on consumption patterns.

7.       Last-Mile Partnerships: Collaborate with DoorDash, Uber Eats, or local players to bring grocery-prepared meals into the delivery mainstream.

8.       Brand as a Destination: Market the grocery store as a community food hub—not a pantry restocker.

Think About This: The New Battleground for the Mealtime Dollar

The retail food landscape is undergoing one of the most profound recalibrations in modern history. The consumer’s pivot toward frictionless, foodservice-forward experiences has unbalanced the traditional grocery model. As the Grocerant Guru® notes, “We are witnessing a fundamental rewiring of what it means to be a food retailer.”

Survival depends on grocers thinking like restaurateurs, technologists, and experience designers. Those that adapt quickly—embedding foodservice into their core identity—can win back the mealtime mindshare. Those that don’t risk being left behind in a world where the consumer now expects meals, not menus.

Success Leaves Clues—Are You Ready to Find Yours?

One key insight that continues to drive success is this: "The consumer is dynamic, not static." This principle is the foundation of our work at Foodservice Solutions®, where Steven Johnson, the Grocerant Guru®, has been helping brands stay relevant in an ever-evolving market.

Want to strengthen your brand’s connection with today’s consumers? Let’s talk. Call 253-759-7869 for more information.

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Is your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s playbook? If you're ready for fresh ideations that set your brand apart, we’re here to help.

At Foodservice Solutions®, we specialize in consumer-driven retail food strategies that enhance convenience, differentiation, and individualization—key factors in driving growth.

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