For the past several years, Burger King has focused their advertising efforts on fast food’s heavy users, i.e. men 14-24, using the creepy king mascot to capture their loyalty. Unfortunately the strategy seems to have failed as same-store sales were down 5% in the second half of 2010, and 6% in first quarter 2011.
So, it’s time for a new target and a new approach. Focusing on food quality could appeal to both the core target and moms since healthy eating is now becoming more of a priority across all demographic groups. But will adding guacamole to the whopper really do the trick? Does that make it healthier or just more fattening?
Right now perceptions of BK’s food quality lag behind McDonald’s, Subway, and even KFC. So, they have a challenge ahead of them. But what I really want to know is why did they stick with the king as long as they did?
Walker, E. (2011, March 30). Burger King faces continued declines in sales, profits. miamiherald.com. Retrieved August 24, 2011, from
Horovitz, B. (2011, August 19) Burger King freshens fast-food image, kicks King to the curb. usatoday.com. Retrieved August 24, 2011, from