A Graduate Campaign class group presentation. We presented it to LatinWorks on how to increase sales for Burger King with the help of $1 double cheeseburger.
3. Problem
Quick-service restaurant traffic declined 3%
during 3Q
Burger King posted a 4.6% decline in same-
store sales in the U.S. and Canada during the
same time period
Reason: rising level of unemployment and
underemployment among industry’s targeted
demographic (John Chidsey, BK CEO)
4. Solution
Increasing SuperFans visits by one more
time a month will increase revenue by
19%
Use double cheeseburger as vehicle to
drive more customers to Burger King
5. Consumer Profile
SPANISH-DOMINANT BK SUPER FAN
Skews 25-34
Account for 42% of visits
Skew male
HHI < $45K
Blue collar
Some high school
Traditional, self-made man, closer to
country
6. Strategy
Hispanic targeted, but not exclusive
Initially in Austin market only
Show the value of double cheeseburger
without comparing it to other fast food
restaurants
Turn the Burger King visit into an enjoyable
experience that is rewarding and inviting to
families
Selective Attention Theory
9. Tactic #1:
Incentive to increase
monthly visit from 4 to 5
Appeals to those
SuperFans who always
order from Value Meal
Opportunity to build more
BK SuperFans
Ability for BK to
differentiate themselves
from other fast food
restaurants
Loyalty
Program
10. Loyalty Program
How it works:
Cards will be available
at cash register
Must eat five value
meals in a calendar
month before receiving
the 6th free
Will be promoted
through in-store signage
and table tents
11. 89% of the Hispanic
population have cell
phones
52% of Hispanic
respondents recalled
viewing mobiles ad, with
59% responding to them
Enjoy living in the “now”
and discovering value
Tactic #2:
Text
Opt-In
12. Text Opt-In
How it works:
Customers send a text message
to opt-in to the program
Mobile coupons will be sent out
at 10AM on randomly selected
weekdays each week
The mobile coupons will have a
code to provide to the cashier to
receive the promotion
Recipients will have until
11:59PM that day to redeem
the coupon
13. 75% of Hispanic SuperFans have children
Insight showed that Hispanic SuperFans see
Burger King as “an opportunity to have a
family outing”
However, only 39% of the Spanish-dominant
SuperFans visit BK with their children
Research showed that Hispanic families with
children under age 12 dine-out for breakfast
(33% of time), lunch (40%), and dinner
(46%)
Tactic #3:
More Burger
Family Day
14. Family Day
How it works:
Every Sunday (inside only)
Buy 3 double cheeseburgers, get 1 free
New “More Burger” games will be available in the
dining area, including an oversized checkers board
Invitations will be sent out to Hispanic households
inviting them to their nearest BK for Family Night
along with in-store displays and weekly
advertisements in the coupon trader
15. Tactic #4:
Bus
Wrap
Lower income =
higher public
transportation use
Acts as moving
billboard
Routes through
predominantly
Hispanic
neighborhood
16. Bus/Bus Stop Wrap
Wrapped to look like big
cheeseburger/reflects
More Burger theme
Bus stop wraps on
heavily trafficked areas
Creates spectacle
17. Tactic #5:
Drive Thru
Promotion
HSF is blue collar, but
does have job
Eats out on lunch
break a lot (Jenna fill
in stat about lunch)
Value oriented/likely
to try their luck
18. Drive Thru Promotion
3D Burger
Timer tells drivers
when last free burger
was given away
Anticipate W.O.M.
Will run additional
radio commercials
announcing promotion
19. Hispanic SuperFan has kids
Like to go out to eat as a family
Kids are more technologically adept
Tactic #6:
Network
Game Download
20. Game Download
Download to phone for free
Works as regular game on phone
In-store plays on network
Phone acts as a controller via Bluetooth
Does not require a lot of space in stores
21. Game Play
Player is on burger line
Cook flips burgers to sandwich maker
Must catch patties on bun before they fall
to the ground
Network play: several people right for
burgers
24. Metrics
Impressions
Bus wrap ads: 1 wrapped bus=94,000 riders/month
Radio spot: Listenership increase predicted by Univision
Network game: Download #
Comparative Sales
Drive-thru promotion, More Burger Family Day
Coupon Redemption
Text-message coupons, Loyalty card program
25. Conclusion
“More Burger” speaking to the value
Six tactics to be executed soon and down the path,
targeting on Hispanic SuperFans
Austin as test market with potential to go
nationwide