Earlier this week, Burger King Worldwide Inc. announced its third quarter numbers, and while I’m not really one for numbers (I’ll leave the specifics to the Wall Street Journal), what I can shed some light on is the company’s attempts to revitalize its brand.
When Burger King became private in 2010, the company began to shift its focus away from the humorous (and creepy) King and more towards building a brand akin to McDonald’s. With its 2011 U.S. sales topping $34.2 billion, Ronald McDonald & Co. are clearly a solid role models when it comes to fast food.
BK has made a bevy of changes in 2012 alone, recently introducing all new chicken items, healthy smoothies and salads and even a few holiday-inspired drinks and dishes to the menu – employees are even sporting new uniforms.
As I discussed in The Duncan Daily in Aug. 2011, the folks at Burger King not only wanted to revamp their menu, but update their advertising and marketing efforts as well – killing off The King in favor of Sofia Vergara, Salma Hayek, David Beckham and Jay Leno.
While a final verdict may not be reached for some time, it’s incredibly fascinating to watch a 60-year-old brand like Burger King undergo drastic change in such a short amount of time.
What do you think of Burger King’s updated menu and new advertising campaign? Will the recent efforts help push BK past McDonald’s and Wendy’s?