Burger King Marketing Analysis

Analysing the Burger King Marketing Techniques

Here is my digital marketing analysis for Burger King. This report was done for my Digital Marketing & Campaigning assignment in February 2021.

  • Research date: February 2021
  • Assignment: CW1 Digital Marketing & Campaigning
  • Major: Digital Marketing – RKL + Coventry University

Contents


Objective

Conducting market research based on marketing mix (4Cs & SWOT) & techniques for audience & consumer (Demo- & Psychographics) of Burger King to align their current positioning.


Research Sources

Based on online researches & case studies of the brand in global & local markets

  • Burger King Website
  • CNBC
  • UK Essay
  • Statista
  • Wikipedia
  • Marketing Week
  • Marketing 91

Burger King Background

Burger King (often known as BK) is a US multinational chain of fast food restaurants. BK sells hamburgers, French fries, and soft drinks and is known as the second largest hamburger fast food chain in the world.

Established in 1954 in Miami, Florida, by David Edgerton and James McLamore named as “Insta Burger King” then and changed the name to Burger King later. Burger King has now more than 15,000 restaurants around the world in more than 100 countries.


Company’s Performance

The company’s shares are owned mostly by 3G Capital, a Brazilian investment company. But it is also owned by shareholders and used to publicly trade on the New York Stock Exchange under the ticker BKW.

Annual Revenue 2020
USD 1.3bn


Burger King Competitors

BK’s Direct Competitors

Competitor Annual Revenue (2020) No. of Locations (2020)
McDonald’s $20.8bn 38,600
Wendy’s $452ml 6,490

4Cs Digital Marketing Model

Here is the analysis of Burger King’s marketing based on the 4Cs mode consisting Consumer, Cost, Communication and Convenience.

Consumer

  • Quick & Fast to Order and Eat – Prepared hamburgers, fries and drinks for customers to quickly order, pick up and/or eat at their restaurants.
  • Customizable – BK provides customized hamburger orders where their customer can customize the ingredients of their hamburger sandwiches.
  • Good Taste & Healthier Choices – Making tasty burgers is one of the marketing strategies of BK. Their ad campaigns such as “Taste is King” and “Moldy Whooper” were promoting these marketing concepts.

Cost

  • Easier Accessibility – BK restaurants are available in different locations (especially in the US) to make the access to fast food ordering easier and at lower costs.
  • Free-Delivery – Burger King offers free-delivery with orders placed using the BK app in order to help customers save money.
  • Reusable Packaging – Starting from the US market, BK is offering reusable packaging for their fast foods. This will help customers to have a re-use of and save on what they have paid for instead of throwing it away.

Communication

  • Available on Social Channels (Two-way) – BK public relation is quite active on social media. They are available on all major social channels such as FB, Twitter, Instagram and Linkedin. They are quite responsive and take feedback and comments into consideration.
  • Active Online Support – The contact section on BK website and app is very in-detail. They have sections regarding customers issues from delivery, technical issues, payment and suggestions – redirecting the customer to the appropriate support department.

Convenience

  • Alternative Ways to Order – BK offers alternative ways to order such as drive-thru, through BK app and through the 3rd party services such as Uber Eats, Grab Food and they are planning to make the order available even on Google searches.
  • 24/7 Availability to Order – BK also has branches with 24/7 service. Plus, you can order BK meals everyday and anytime using the BK App.

SWOT

Analysing BK using the S.W.O.T. advertising tool to identify their Strengths, Weaknesses, Opportunities and Threats.

Strengths

  • Global Presence – Burger King has over 15,000 outlets in 100 countries. This growth relies on the success of their brand.
  • Innovative Marketing – BK consistently delivers unconventional and innovative marketing campaigns with stellar results to stay competitive and increase visibility – Campaigns such as Impossible Whopper, FIFA Team Up & Burn that Ad.

Weaknesses

  • Mostly Focused on the US Market – About 44% of Burger King’s restaurants are based in the US which shows that BK focuses mainly on the US market rather than the global market which let the other competitors to be more active in the global market.
  • Lack of Stability in Ownership – Ownership and management changes frequently (6 times so far). Any time the ownership and leadership of a business changes hands, continuity of its operations are disrupted.

Opportunities

  • Market Extension (in Asian Markets) – China and India are significant markets for Western businesses. These two markets offer significant opportunities of growth.
  • Targeting New Generation – BK creative campaigns created new opportunities to expand their market amongst different groups especially in digital generation. For example, the FIFA 20 campaign achieved revenues of $1.6 billion for BK.

Threats

  • Heavy Competition – The level of competition in the fast food industry is high, eg. McDonalds, Wendy’s & KFC.
  • Adapting to Latest Technology – New technologies developed by the competitor or market disruptor could be a threat to the industry in the medium to long term future (self-service Kiosk System).

Target Audience

Demographics

  • Gender: Male & female (Young male/female, adults and families)
  • Professionals, households, students
  • Age range: 18 – 35
  • Middle to upper class (Household income range: RM 3,000 to RM 10,000)
  • Location: Global – Large Cities (Business Districts & Residential Areas)

Psychographics

Value Personality Lifestyle
  • Premium (sub-premium) quality class
  • Looking for good taste dining
  • Customize their products – Make it special / Health conscious
  • Having fast foods 9 to 16 times per month

Burger King’s Current Positioning

Be Your Way

“You can and should live how you want anytime”
Customize and mix n’ match your fast food at Burger King

References

  • Encyclopedia.com. 2021. Burger King Corp. | Encyclopedia.com. [online] Available at: [Accessed 5 February 2021].
  • UKEssays.com. 2021. Business strategies of Burger King. [online] Available at: [Accessed 5 February 2021].
  • Eat This Not That. 2021. Why Your Food At Burger King Is About To Look Different | Eat This Not That. [online] Available at: [Accessed 5 February 2021].
  • Scope. 2021. Making the Impossible Possible at Gartner Marketing Symposium – Scope. [online] Available at: [Accessed 5 February 2021].
  • Jazmin Goodwin, C., 2021. This is what Burger King’s new reusable packaging looks like. [online] CNN. Available at: [Accessed 5 February 2021].
  • En.wikipedia.org. 2021. List of the largest fast food restaurant chains. [online] Available at: [Accessed 5 February 2021].
  • Pratap, A., 2021. Social Media Strategy of Burger King. [online] notesmatic. Available at: [Accessed 5 February 2021].
  • Rahman, M., Rahman, M. and Shah, F., 2021. Marketing mix of Burger King (BK) | howandwhat. [online] howandwhat. Available at: [Accessed 5 February 2021].
  • Digital Innovation and Transformation. 2021. Burger King: Leveraging data to guide decisions and enrich the customer experience – Digital Innovation and Transformation. [online] Available at: [Accessed 5 February 2021].
  • Panmore Institute. 2021. Burger King’s Marketing Mix (4Ps) Analysis – Panmore Institute. [online] Available at: [Accessed 5 February 2021].
  • Bhasin, H., 2021. Marketing Strategy of Burger King – Burger King Marketing Analysis. [online] Marketing91. Available at: [Accessed 5 February 2021].
  • the Guardian. 2021. End the beef: why Burger King wants people to eat at McDonald’s. [online] Available at: [Accessed 5 February 2021].
  • The Drum. 2021. The best Burger King ads that burned its rivals. [online] Available at: [Accessed 5 February 2021].
  • Post Funnel. 2021. 5 Ways Burger King is Shaking Things Up with Sensational Marketing Ideas. [online] Available at: [Accessed 5 February 2021].
  • Joorney. 2021. Franchise Business Plan – Burger King – Joorney. [online] Available at: [Accessed 5 February 2021].
  • Cbsnews.com. 2021. Why Burger King Should Resist Offers to Go Private. [online] Available at: [Accessed 5 February 2021].
  • Business Strategy Hub. 2021. Burger King SWOT Analysis | Business Strategy Hub. [online] Available at: [Accessed 5 February 2021].
  • WIRE, B., 2021. Western Food Market Trends in China – Demand Continues to Grow at 13% by 2028 – ResearchAndMarkets.com. [online] Businesswire.com. Available at: [Accessed 5 February 2021].
  • Usa.chinadaily.com.cn. 2021. Rapid growth on Burger King’s mainland menu. [online] Available at: [Accessed 5 February 2021].
  • Contagious. 2021. Burger King makes Stevenage FC internet famous. [online] Available at: [Accessed 5 February 2021].
  • Joorney. 2021. Franchise Business Plan – Burger King – Joorney. [online] Available at: [Accessed 5 February 2021].
  • Burger War. 2021. Competitors Analysis – Burger War. [online] Available at: [Accessed 5 February 2021].
  • Medium. 2021. Self-service checkout kiosks for the Burger King. [online] Available at: [Accessed 5 February 2021].
  • Bhasin, H., 2021. SWOT analysis of Burger king – Burger King SWOT analysis. [online] Marketing91. Available at: [Accessed 5 February 2021].
  • TODAY.com. 2021. Why Burger King’s Impossible Whopper isn’t totally vegetarian. [online] Available at: [Accessed 5 February 2021].
  • Wattagnet.com. 2021. How Burger King is approaching rising animal protein costs. [online] Available at: [Accessed 5 February 2021].
  • Mashed.com. 2021. The Real Reason Burger King Is Struggling. [online] Available at: [Accessed 5 February 2021].
  • Askinglot.com. 2021. Page Loading in a moment. [online] Available at: [Accessed 5 February 2021].
  • Joorney. 2021. Franchise Business Plan – Burger King – Joorney. [online] Available at: [Accessed 5 February 2021].
  • Perch, D., Perch, D., Perch, D. and Perch, D., 2021. Target Markets Of Mcdonald’s, Kfc and Burger King. [online] The Social Grabber. Available at: [Accessed 5 February 2021].
  • Kelso, A., 2021. Burger King demographic beginning to shift?. [online] www.qsrweb.com. Available at: [Accessed 5 February 2021].
  • Snapshot.numerator.com. 2021. Burger King Demographics and Shopper Insights | Numerator. [online] Available at: [Accessed 5 February 2021].
  • StudyMoose. 2021. Marketing Segmentation, Targeting and positioning of Burger King Free Essay Example. [online] Available at: [Accessed 5 February 2021].
  • Clubensayos.com. 2021. Burger king. 4P´s 4C’s – Apuntes – valeok. [online] Available at: [Accessed 5 February 2021].
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