Monday, April 9, 2012 | Edited by Daniel Moores
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Burger King Introduces Largest-Ever Menu Expansion

The Home of the Whopper just became the home of salads, snack wraps, chicken strips, smoothies and frappes, too.

Burger King Brands Inc. recently unveiled its broadest expansion of food offerings in its 58-year history. In addition to its signature burger products, customers can now purchase Garden Fresh Salads, Chicken Snack Wraps, Real Fruit Smoothies, Frappés and Crispy Chicken Strips for prices ranging from $1.59 to $4.99.

"We spent the last year analyzing every aspect of our business to better understand what our guests expect from the Burger King dining experience," Steve Wiborg, president of Burger King Corp.'s North America division, said in a company news release. "We found that consumers wanted a broader range of menu options to complement our signature fire-grilled burgers. This expanded menu gives consumers more choices and more reasons to visit Burger King restaurants."

To make sure consumers are aware of the new menu choices, Burger King also introduced a huge star-studded advertising campaign. It features Jay Leno finding his own drive-thru lane to showcase the menu lineup; David Beckham ordering a smoothie; Mary J. Blige singing about the snack wraps; Steven Tyler showing off his rock skills for the chicken strips; Salma Hayek ordering several new menu items for English and Spanish ads; and Sofia Vergara donning a Burger King uniform and making salads and smoothies in Spanish-language ads.

Beckham applauded Burger King's efforts. "With their latest initiatives, Burger King is showing commitment to areas that I'm passionate about, such as supporting charities, helping children and improving the healthier eating options," the international soccer star stated in Burger King's news release. "I am happy to help the brand launch its first smoothie platform, which is a great addition to any diet."

To promote the new menu even more, Burger King will deploy sampling trucks across the country beginning April 18.

Burger King is a division of 3G Capital, a global investment firm. Since being purchased by 3G Capital in October 2010, Burger King has made several operational changes, including new French fries and a home delivery service trial.

(Source: CSNews.com), 04/02/12)

What's In It For You:
Talk to your local Burger King franchise group about the efforts they plan for your market beyond the national campaign. While the national spot buy may include your stations, what would the local franchise group, or even a local franchiser, want to do to enhance the effort? Can they bring one of the sampling trucks to one of your events or a station remote? Create a digital experience via your station website or a mobile campaign. As the company seeks to branch out its marketing to attract more than just a young men demographic (per SVP of marketing Alex Macedo), there are any number of sales opportunities for your station.



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CRM Workshop Among Five RAB Sessions at NAB Show

If you'd like to hear how businesses are using the latest CRM tools to aid their salespeople and better serve their clients, then plan on attending Hold Yourself and Your Staff Accountable with Customer Relationship Management at the NAB Show, April 14-19, in Las Vegas.

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