http://www.msnbc.msn.com/id/19234831/
I'm impressed -- Burger King is finally getting it right. They are communicating 2 messages to their customers (ok, 1 would be ideal, but paring down like 20 messages to 2 is amazing). They are targeting a segment of their audience - the superfan (again, more than impressive) and they are focusing their sales to take-out/drive-thru rather than have an empty sit-in store.
Finally, Burger King got a clue and realized that to get more customers they have to figure out what they do best. BK isn't a luxury, sit-down restaurant - it's a take-out burger joint. It's about fast food and keeping people on the go. It's not about being a pillar of health, well at least beyond the flame broiled burger being healthier than fried but I think the special sauce concept balances that all out.
I think in the fast food wars, BK will make it. If they focus on doing what they do best - making food that can go go go and targeting a special segment of the audience - they will do amazingly well.
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