Burger King Retires their King Mascot in Favor of a Fresher Menu
In the past several years, Quick Serve Restaurants (QSR) have starting implementing healthier menus to reach a larger demographic of customers. This new craze has helped many restaurants increase sales and use new marketing and advertising campaigns to draw in a previously untapped audience of healthier consumers.
The Burger King franchise recently (finally) decided to jump on the healthy trend. Burger King, the home of the Whooper, is attempting to re-brand the system by adding a fresher approach in their fast-food menu which began with the success of the new Whopper Bars. The Whopper Bar is a concept designed to create a more “gourmet” atmosphere for “Whopper Connoisseurs.” With an open kitchen concept and the “create your own Whopper” menu, Burger King was aiming to reach new markets and satisfy new types of customers. Due to the success of the Whopper bars, Burger Kings is dethroning the King mascot in favor of a fresher approach to advertising that reflects the new menu.
Freshness and healthy meals are some of the most important categories that are increasingly emphasized in the fast food world. Competitors of Burger King began this new approach a while ago. McDonalds’s started the trend with healthy alternatives such as oatmeal, sliced apples, and salads. Subway also launched its new avocado topping and even the Cheesecake Factory has their new skinnyliciouse menu (can you use the words skinny and cheesecake in the same sentence???). Guacamole, oatmeal, and other healthy foods have proven to be very appealing to mothers and health-enthusiasts, which could be an untapped for Burger King.
Below is Burger King’s new TV spot. Its refreshing in so many ways, most notably because its not a Peeping Tom wearing a crown.
Burger King might be a little late catching up with the new changing food trends, however this new strategy will most likely prove to bring a wider consumer market into the historically successful Burger King franchise system. According to an AdAge article, a survey by YouGov’s BrandIndex among people who had visited fast-food restaurants in the hamburger category in the last month — the same time that Burger King launched the campaign for the California Whopper — their perception of Burger King had gone from a 24.2 before the ad aired to a 34.3 just two days after the launch of the spot. (YouGov BrandIndex’s scores range from -100 to 100 and are compiled by subtracting negative feedback from positive.)
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