Burger King International Brand Perception and Marketing

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Burger King Brand Perception and Marketing - Brazil

Burger King Brazil's marketing strategies include the use of social media, the use of technology, and the use of print media. Most of Burger King Brazil customers are millennials and generation z Brazilians.

MARKETING CHANNELS / STRATEGIES

  • Burger King Brazil is using social media to reach millennials and generation Z. The Brazil Burger King Facebook page has around 7.8 million followers.
  • Burger King's price point appeals to Brazilians. Most people — young and old would prefer to have a sandwich because it costs as little as $4.
  • Use of technology to appeal to the young generation. This includes new POS and sales tablets, mobile app, self-order kiosk, and delivery.
  • Use of print media such as the 2019 "We warned you it was big" campaign.

MARKETING CAMPAIGNS

'BURN THAT AD' CAMPAIGN
  • Burger King " is giving away signature burger coupons to customers who burn the competition's ads in augmented reality. The campaign involves an AR app that encourages customers to capture images of rival chain restaurants and overlay them with digital flames—and earn a free whopper from their local BK joint"
  • The app works for ads of all kinds such as print ads and billboards. The company hopes to showcase the convenience and speed of their express program "which lets customers order online ahead to pick up at their chosen location".
HOTTEST CV
  • In March 2019, Burger King ran a campaign "as a way of giving exposure to millennials looking for jobs".
  • Tablecloths were used to replace the promotions of CVs for millennials looking for jobs. Relevant CVs were served in the restaurants that are "surrounded by companies related to the field". This maximized the possibility of millennials getting a job.
WHOPPER EXCHANGE
  • In 2016, Burger King offered a chance "to exchange spare Christmas gifts for a Whopper on Boxing Day" at their restaurants. "The first fans to post a picture of their unwanted present with the tag #WhopperExchange won a gift card to redeem a Whopper at their local Burger King".

BRAND PERCEPTION

  • According to the Burger King 2018 report, 69% of Burger King's customers are between the ages of 15 and 34 who are generation Z and millennials.
  • According to the report, 29% of the respondents indicated that they preferred Burger King in 2017 as compared to 22% in 2016 and 17% in 2015.
  • In terms of overall customer satisfaction, 73.8% of Q1 2018 Burger King customers in Brazil said they were satisfied overall with their experience, an increase over the 67.8% in 2017 and the 57.3% in 2016.
  • In terms of speed of service, 65.1% of Q1 2018 Burger King customers in Brazil said they were satisfied with the speed of service they received at Burger Kings in Brazil, and increase over the 56.9% in 2017 and the 45.3% in 2016.

STATISTICS

  • Burger King is the second player in Burger and third-largest QSR in the number of restaurants, It has more than 700 restaurants in the country.

RESEARCH STRATEGY

We started the research by consulting studies, publications and market surveys from various credible organizations such as FCSI, Adsoft, PSFK, and others on the Gen Z and millennial-targeting marketing strategies and techniques of Burger King in Brazil. We were able to determine that most millennial and generation z Brazilians use social media and mobile apps. Most consumers (69%) of Burger King are also from this segment. We, therefore, came to the conclusion that the marketing strategies adopted by Burger target this group the most.
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Burger King Brand Perception and Marketing - Russia

There is no information in the public domain showing Burger King's brand perception from millennials and Gen-Zers in Russia. Also, there is no information specific to the strategies and tactics the company uses to market to people in these age groups in Russia. However, the research found that Burger King Russia gets most of its site traffic from search engines (47.80%), directly to its domain (30.10%), and from email (9.50%). Most of the company's paid online marketing campaigns in Russia are programmatic ads. Also, the audience most interested in Burger King's website in Russia are people interested in video games consoles, computers, and technology. The domains where Burger King Russia publishes most of its ads also had these themes.

website AND ADVERTISMENT analysis

  • As per website analysis by SimilarWeb, the five channels driving traffic for Burger King Russia are the search engines (47.80%), direct traffic (30.10%), email (9.50%), social media (6.10%), referrals (5.9%), and display ads (0.65%).
  • Furthermore, the data showed that over 96% of Burger King Russia's search traffic was organic, indicating that search engine optimization (SEO) was a tactic the company uses to attract people in Russia to its website, which may also include millennials and Gen-Zers.
  • SimilarWeb's site analysis also revealed that Burger King Russia's website audiences also had interests such as video game consoles, computers, electronics, and technology.
  • According to AdBeat's advertiser analysis of Burger King Russia, the company publishes most of its ads on domains such as Dubaisavers.com, Vernost-vk.ru, Proshoper.ru, Iguides.ru, and others.
  • As per our investigation, the domains AdBeat highlighted to be where Burger King Russia publishes most of its ads were also video games, tech, and gadget directories. This finding supported insights identified by SimilarWeb that the company's core audience had interests in games and tech.
  • According to AdBeat, 100% of the paid marketing campaigns by Burger King are programmatic ads, indicating that Burger King Russia uses programmatic ads as a marketing tactic.
  • Our investigation of the company's ad creatives on AdBeat revealed adverts with young people who would likely be in millennial and Gen-Z age brackets, which indicates that the company may be trying to appeal to people in these age brackets.

other insights

  • In 2017, Burger King Russia introduced a cryptocurrency, WhopperCoin, and announced it was going to release iOS and Android apps to enable customers easily purchase its products and get rewards through digital tokens. This information indicated that the company is targeting early adopters of technology.
  • Earlier in 2019, Pymnts reported that Burger King Russia was teaming up with WebMoney to enable digital payments via an eWallet to allow for instant transactions. Again, this info showed that the company had strategies targeting tech-savvy people in Russia, which millennials and Gen-Zers could be a part of.
  • Unfortunately, there was no study in the public domain showing that most tech-savvy people in Russia were millennials or Gen-Zers. Hence, we could not establish that the tactics identified in the research by Burger King Russia tilting towards tech targeted millennials or Gen-Zers.
  • According to 2017 report by Metro, Burger King Russia filed a complaint seeking the ban of the box-office hit movie, IT, from cinemas across Russia because the main character was similar to McDonald's mascot. The company took this step because they felt the movie character would lure children away from their brand towards McDonald, which indicated that they take proactive measures to protect its brand image among young people in Russia.

RESEARCH STRATEGY:

We began by investigating the official directory of Burger King Russia, hoping to identify any information relevant to how millennials or Gen-Zers in the country perceived the brand, as well as insights into the marketing strategies, tactics, or campaigns by the company aimed at these age groups. Unfortunately, such information was not available, as the company only listed its products, but did not have articles or blogs published on its website. We proceeded to investigate the company's social media platforms in Russia such as Facebook, Instagram, and Twitter. While these platforms had some posts featuring young people likely in the millennial or Gen-Z ages, there was no information specific to Burger King Russia targeting them through these posts; neither was there information relevant to how they perceived the brand. So, we could not take these to include marketing strategies or campaigns to market the brand to millennials or Gen-Zers.

Next, we proceeded to research credible external websites with the hope to locate studies, surveys, or reports with insights relevant to this request. For this, we investigated significant Russian media domains like Vesti.ru, Ruskaya Vesna, MK.ru, and others, as well as global portals such as Fast Company, Forbes, Business Insider, and others. This time, we located reports by Media Post, CNN, Fast Company, and others that observed that Burger King Russia stopped and apologized for an advert it launched in 2018. Our investigation of this ad campaign did not yield any information relevant to this request, as there was no evidence that the ad targeted millennials or Gen-Zers or affected how people in these age brackets perceived the brand.

Therefore, we switched strategies and used site intelligence tools such as AdBeat, SpyFU, and SimilarWeb to examine Burger King's Russian website. This investigation revealed the channels driving the most traffic for the company in Russia, the interests of the audience that visit the site, the type of ad campaigns the brand mostly run, and websites they publish most of their adverts. Again, there was no information specific to how millennials or Gen-Zers perceived the brand or the strategies and tactics Burger King was using to target millennials or Gen-Zers in the country.

However, reports by Pymnts, CNBC, and others showed that Burger King was making efforts towards integrating different tech solutions to its business. Hence, we examined reports in the public domain to see if there was any study showing that millennials or Gen-Zers in Russia were the most tech-savvy. Unfortunately, there was no study in the public domain showing that most tech-savvy people in Russia were millennials or Gen-Zers. Hence, we could not confirm that the tactics identified in the research by Burger King Russia tilting towards tech targeted millennials or Gen-Zers. Due to lack of the needed information in the public domain, we provided the helpful information found in the research, as a proxy for the required information.


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Burger King Brand Perception and Marketing - Mexico

In 2019, Burger King Mexico launched a 'Clown Free' campaign targeted toward Gen Z kids in Mexico, urging parents to host their kids’ birthday parties in a clown-free environment. The company is also active across Facebook, Instagram, and Twitter, with dedicated pages for Mexico as a means of connecting to its customers, including Gen Zers and Millennials.

'CLOWN FREE' CAMPAIGN

  • In an attempt to take on their rival McDonald’s famed clown mascot, Ronald McDonald, Burger King Mexico launched a 'Clown Free' campaign targeted toward Gen Z kids in Mexico, urging parents to host their kids’ birthday parties in a clown-free environment.
  • As part of the campaign, the company released a series of very retro and very real family photo album portraits showcasing images of children in tears as they sit on Ronal McDonald's lap. Each of the photo albums had the tagline "Birthdays should be happy. Come to Burger King and book a clown-free party."
  • The campaign was strategically aimed to remind Gen Z kids and parents that Burger King hosts kids parties.
  • The campaign also reinforced the underlying message that Burger King cares for kids and since birthdays are a very big deal for kids, the Company believes that they should be fun and clown-free. They prefer to be on the good side of children’s memories and not the scary ones, like the traumatized kids in the published ads.
  • The campaign was created by the Spanish agency LOLA Mullenlowe and was initially launched in print publications in Mexico. This was followed by extension of the campaign to online and social media from where it made its way into mainstream media in Mexico and worldwide.


OTHER MEXICAN ADVERTISING CAMPAIGNS

  • In 2019, the company launched a new campaign called "Traffic Jam Whopper" in Mexico City. As part of the campaign, the company delivered Whoppers right to consumers' car doors when they were stuck in traffic.
  • The campaign was targeted toward all consumers in general, including Millennials and Gen Zers.
  • The company leveraged real-time traffic data to find areas with heavily congested traffic and the used "Waze banners ads" and "digital billboards" to alert drivers that the delivery service is available to them.
  • The Waze banners and digital ads also informed the drivers of the time left to order before the traffic clears up, through the Burger King app.
  • The company also allowed its customers to use voice commands to place their orders and kept them updated about when their food was coming. The campaign was designed so that the delivery range was always within a three-kilometer radius of a Burger King restaurant.
  • The campaign, created by the We Believers agency, was a huge success and they reported a 63% spurt in delivery orders within a week of the campaign launch. Additionally, the number of Burger King App downloads increased by 44 times during the campaign.
  • The company plans to expand the same campaign to other major cities across the globe with traffic menace including Los Angeles, Sao Paulo, and Shanghai.

OTHER TACTICS/STRATEGIES

  • Burger King Mexico also has a presence across Facebook, Twitter, and Instagram to connect with all its customers, including Gen Zers and Millennials. The company uses its Mexican social media platform pages to post offers, promotional messages, menu revamps, promotional events, creatives and details about its CSR activities.
  • Based on its social media following, Burger King Mexico is well-received. The company has 1.48 million Facebook followers, 21.6k Instagram followers, and around 16.6k tweets on Twitter.
  • The company also effectively uses online/digital media to showcase the technology and messaging behind its various campaigns. The company released a series of ads online for its "Traffic Jam Whopper Campaign" in Mexico, demonstrating the technology and methods it leveraged to make the campaign successful. The company also used Waze banner ads and digital billboards during its "Traffic Jam Whopper Campaign," as part of their marketing efforts and tactics in Mexico.



RESEARCH STRATEGY:

We were able to find information on one campaign targeted specifically toward Millennials and Gen Zers in Mexico, in addition to another campaign that targeted all consumers, including Millennials and Gen Zers. We were unable to find any information pertaining to the perception of Burger King among Mexican Millennials or Gen Zers.
To start our research, we began by consulting the company's Mexican website to review the company's regional press releases for any information on advertising campaigns launched by Burger King targeted towards Millennials and Gen Zers in Mexico. Normally, companies publish information regarding the launch of any campaigns or advertising programs in their press releases. Therefore, the idea was to search for any relevant information. However, the company only provides press archives for 2015 on its website and there was no pertinent information available. We then tried to check through the archived pages of the website through a website archive tool, but archived pages could not be traced.
We then searched through media articles from publications that focus on marketing, advertising, business, finance, and company data. We also looked through surveys from major consumer data and corporate research firms to find any relevant campaigns by the company. All these are potential sources that publish information on a companies' advertising efforts and, given Burger King's international renown, we thought that these companies may have data on the company's regional advertising efforts. Through this strategy, we found two Burger King campaigns led by Burger King Mexico.

To find additional examples, we searched through the company's social media accounts on Facebook, Twitter, YouTube, Pinterest, LinkedIn, and Instagram and tried to find any mention of any relevant commercials/campaigns in Mexico targeted towards Gen Zers and/or Millennials. Normally, companies advertise any major advertising campaigns/commercials that they have undertaken on their social accounts and so our idea was to visit the Mexico-specific social media pages to find additional examples. While we were able to locate Burger King Mexico's social media presence on Facebook, Twitter, and Instagram, these sources provided generic data about offers, promotional messages, and menu revamps, but there were no specific campaign or marketing details for Gen Zers or Millennials in Mexico.
We then searched through research reports on 'Burger King Mexico' published by consulting, research, or auditing firms. The idea was to see if any of them published any reports on any commercials or campaigns that yielded great success for the company and impacted its topline in a significant manner. Normally, these firms publish reports on all major developments and activities that a company undertakes. However, we were unable to find any mention of Burger King's advertising or branding activities targeted to Gen Zers and Millennials in the Mexico region.
We also searched through Burger King Mexico's parent website, financial filings, and presentations to see if there were any press releases available that would reference Burger King Mexico. The information found on the parent site catered primarily to menu revamps and promotional offers run by the company from time to time. The financial reports provided consolidated information present across Burger King's various subsidiaries and did not reveal any specific marketing/advertising related information targeted towards Mexican Gen Zers or Millennials.
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Burger King Brand Perception and Marketing - Germany

Burger King is an international brand situated in many countries around the world. Our focus, however, is limited to the brand's marketing strategies in Germany and the perception the brand among millennials and gen Z.

DETAILS OF BURGER KING MARKETING IN GERMANY

  • The brand makes use of the German-based advertising agency — Grabarz & Partner Werbeagentur GmbH to strategize effective ad campaigns in Germany and across other countries. The simple fact that this top ad company is situated in Germany gives the brand the needed competitive edge over other competitors in the German market.
  • The brand's marketing campaign is centered on authenticity and individuality, anchored on components such as the best service, the best communication, the best products, the best restaurants, and the best employees.


MARKETING CAMPAIGNS, TACTICS, AND STRATEGIES

  • Leveraging on its iconic sandwich — the Whopper: the brand uses its iconic sandwich — Whopper — to connect with its customers. One of the campaign tactics used in Germany was the use of "Whopper Diamonds" from the ashes of its signature burger. The brand also exemplified this in the 'Proud Whopper' sandwich as a strategy to bring gay pride and connect with the LGBTQ community in Germany. This serves as a form of marketing tool to also capture the millennial and gen Z.
  • Contest campaign: the brand in Germany also makes use of contests to get its customers actively engaged in the brand and allowing them to win prizes. One of such contents was using Facebook to engage their German customers, whereby a picture post of love partners with the commentary of what makes the other partner special can win them a Whopper Diamond worth €1,900 per stone (approximately $2,000). This serves as a form of marketing tool to also capture the millennial and gen Z who love excitement.
  • Have it Your Way: the 'Have it Your Way' tagline has been a lead marketing strategy for the brand in all countries where its restaurants are located for over 30 years now. This tagline was recently put on the front burner in Germany as an ad campaign by bringing one of a gay couple from his home country in Eastern Europe to Germany and sponsoring the ceremony. The bottom line of the tagline is that you can have and eat your burger any way you like it. This serves as a form of marketing tool to also capture the millennial and gen Z who love to be in control.
  • Tailor-made meals: this is the initial basis for the 'Have it Your Way' campaign which the brand the uses to attract and retain customers' loyalty. The tactics give customers the 'king status' of fulfilling his/her choices as wished. One of the concepts recently launched in Germany is the concept: 'Made fresh only for you', where customers can order for Whopper sandwiches freshly made upon orders and not from stock. This serves as a form of marketing tool to capture the millennial and gen Z who love to be in control.
  • Healthy Lifestyle campaign: the brand is in the habit of constantly educating its customers on health nutrition and they talk the walk. In doing this, they let all customers have their freedom of choice without limitation by ensuring a nutritionally balanced diet where every customer finds a product to suit his/her needs. For example, the King Delight range in Germany includes 3 different salads and a chicken wrap which has less than 5% fat. This serves as a form of marketing tool to capture the millennial and gen Z.
  • Children Advertisement: As part of being a signatory to the European Pledge, Burger King Germany offers healthy nutrition to children under 12 years old which allow parents and their kids to make healthier choices. This serves as a form of marketing tool to capture the millennial and gen Z as they grow up and get start their own families.
  • Product Improvement: one tactic to improve its market share in Germany is leveraging on product improvement. The brand in Germany boasts of a wide range of products and is still committed to developing a new range of products soon. This serves as a form of marketing tool to capture the millennial and gen Z who are always motivated by new things and changes.
  • Intimidation campaign: the brand is in the habit of aggravating its competitors in the market through its ad campaigns. In 2017, the brand made use of a horror movie — #NeverTrustAClown (an adaptation of Stephen King's IT) — to further intimidate its competitors at the premiere of the movie in Hamburg, Germany. This serves as a form of marketing tool to capture the millennial and gen Z who love being rebellious at times.
  • Public engagement: the brand launched an ad sensitive campaign in 2018 on the Internet where it takes on the role of a teacher to educate its customers and the public at large to explain the effects of internet neutrality through the 'Whopper Neutrality' campaign. This serves as a form of marketing tool to capture the millennial and gen Z who are the largest users of the Internet.
  • Outdoor ads for recruitment campaign: for the brand's recruitment campaign in Germany, it came up with real-life events with texts such as ‘LOVE FIRE? CONTACT US’ and the catchphrase ‘FLAME GRILLING SINCE 1954’ that served as very eye-catching prints and outdoor ads. This serves as a form of marketing tool to capture the millennial and gen Z because they are the target for recruitment.


PERCEPTION OF MILLENNIAL AND GEN Z OF THE BRAND VIA SOCIAL MEDIA (FACEBOOK)

  • Germany's estimated population at the time of this research stands at 82,451 million.
  • Germany's estimated population (2018) of ages between 0 – 14 years stood at 25,792 million and it has been on a decline from around the mid-1960s.
  • Germany's estimated population (2017) of ages between 15 – 24 years stood at 8,131 million with an estimated yearly growth rate of 3.1%.
  • According to statistics, over 75% of Germans over 14 years of age use the Internet and 75% of these are also said to be registered in at least one social platform.
  • Facebook is the most used social media platform in Germany and that can explain why the brand used Facebook to engage its German customers in the Whopper Diamonds contest. The essence of this, according to a statement by Klaus Schmäing, marketing director at Burger King Deutschland, is to “the exclusive opportunity to love the Burger King brand as well as to unite their partner in the form of a diamond—as a kind of flaming symbol of love.”
  • Burger King Germany Facebook was created on January 18, 2011, and has 803,719 followers with over 823,530 likes generated as at the time of this research.

RESEARCH STRATEGY

Our research team was able to identify ten different ways that Burger King markets its products in Germany and how they target the millennial and gen Z generation. Doing so required a few assumptions and subjective assessments on the part of our researchers as the publicly accessible information on the company's marketing strategies did not use the exact nomenclature of the request (Millennials or Gen Z) when referring to customer targeting.

In assessing brand perception by millennials and gen Z in Germany, we made an effort to gather hard statistics from market research and industry sources, but there were few available and none that specifically address the interaction between Burger king's marketing and the millennials or gen Z customer base. We attribute this absence to the narrow scope of the request and the lack of online commentary communities related to the brand.

Altering tack, we leveraged social media and internet advertising sources and publications. We researched the most widely used social media platform in Germany (Facebook) and compiled data on the brand's presence on that platform. This helped us fill out our understanding of the successes and penetration of the company's marketing strategy within the target demographics.

The remainder of the useful information cited above came from respected industry and marketing publications. Our research team feels we have put forward a broadly useful assessment of the company's marketing to millennials and gen Z in Germany, even if we were unable to find many specific metrics on the company's brand perception using publicly accessible sources.
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Burger King Brand Perception and Marketing - Canada

After an exhaustive search through credible sources, it was concluded that information on how Burger King markets its brand to millennials and gen Z in Canada is unavailable in the public domain. As a result, examples of marketing campaigns, tactics, and strategies for Burger King Canada, as well as information on the perception of millennials and gen Z in Canada towards Burger King, has been presented below.

#ChickenFriesAreBack campaign in Canada in 2014:

  • The company launched the #ChickenFriesAreBack campaign in 2014 to attract more young millennials and teens.
  • The campaign was designed to bring back a menu item named Chicken Fries, which the company discontinued in 2012.
  • Ultimately, this operation created an Internet frenzy and gained the attention of millennials.
  • Moreover, the campaign resulted in the largest sales jump for Burger King in Canada, as well as the United States, in about two years.
  • In the initial two weeks of the operation, millennials' perceptions of Burger King rose by about 44%.
  • Hence, the campaign drew millennials back to Burger King, altered their perceptions, and helped sales skyrocket.
  • For the campaign, Burger King establishments experiencing an early millennial and high teen index were chosen, and the Chicken Fries product was pre-shipped to such locations.
  • Leaks on social media (e.g., snapshots of the packaging) led to widespread excitement leading up to the announcement and sparked a notable chain reaction.
  • Following Snapchat, posts through Vine, Instagram, and Twitter further confirmed fan anticipation.
  • Burger King was able to produce roughly 1.38 billion media impressions on some outlets (e.g., TIME Magazine and E! News). Meanwhile, it generated an estimated 1.62 billion social media impressions.
  • The campaign was aimed at a younger demographic and coincided with the launch of Burger King Canada's Twitter and Instagram channels. These were the key channels where millennials were engaging.

Burger King Canada’s digital revamp in 2015:

Social Media:

  • Burger King Canada communicates with its customers, including millennials and Gen Z, by posting information on its products through social media channels such as Facebook, Twitter, and Instagram.

RESEARCH STRATEGY:

Our research began by searching for any specific examples of marketing campaigns, tactics, and strategies of Burger King Canada in marketing its brand to millennials and generation Z in Canada through its official company website, social media channels, and press releases. The news and press release section on the company’s website only provided press releases up to 2015, and recent press releases or marketing materials were unavailable through its website. Similarly, the company’s YouTube channel merely contained videos uploaded three years ago, and no recent videos were available.

The company’s social media profiles on Facebook, Twitter, and Instagram provided information on the posts shared by it related to its products in Canada. However, they were all related to its products, which are aimed towards general consumers, and we could not identify specific marketing campaigns, tactics, and strategies targeted at millennials and Gen Z in Canada.

Since no direct information was available through official company sources, we searched various advertising databases. We wanted to locate any recent and active marketing campaigns for Burger King Canada that would specifically target millennials and Gen Z in Canada. However, after referring to numerous databases, including Ads of the World, iSpot, and Moat, we could not find relevant recent ads specific to Burger King Canada. Furthermore, we also searched through marketing databases such as Adweek, Adage, and WARC, which are known to publish case studies on marketing campaigns. However, none of them provided any relevant case studies related to Burger King Canada.

Next, we explored industry publications and media articles to find any specific examples of marketing campaigns, tactics, and strategies carried by Burger King Canada to target millennials and Gen Z in Canada and their perception towards the brand. We came across numerous articles published by Shorty Awards, Code and Theory, and Marketing Mag that provided detailed information on the company’s #ChickenFriesAreBack campaign from 2014, along with some information on millennials' perception towards Burger King Canada. Also, we found another article, which contained information on how Burger King Canada revamped its website to attract millennials and alter their perception.

Due to the unavailability of relevant information on recent marketing campaigns run by Burger King Canada through official and credible sources, we have presented alternate marketing efforts from 2014 and 2015. After employing the strategies mentioned above, we concluded that no recent specific examples of marketing campaigns, tactics, and strategies are unavailable. A probable reason for the lack of relevant information is that Burger King Canada has not run any distinct marketing campaigns in Canada since the year 2014. Additionally, Burger King Canada may continue to communicate with millennials and gen Z in Canada through social media.


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Burger King Brand Perception and Marketing - Australia

Burger King markets its brand to Millennials and Gen Z by providing vegan options; these two demographics compose a significant portion of Australia's 2.5 million vegetarians and vegans. Burger King is the third most popular restaurant chain among a third of Australian Millennials, which suggests that the demographic has a positive perception of the brand. Other branding strategies are in the key findings.

BURGER KING BRAND PERCEPTION AND MARKETING — AUSTRALIA

  • Burger King is known as "Hungry Jack's" in Australia due to the former name belonging to a pre-existing Australian establishment.
  • Almost a third of Australians eat Burger King/Hungry Jack in an average six months. Burger King/Hungry Jack's is the third most patronized fast-food restaurant by a third of Millennials (i.e., "Gen Y"), which suggests the brand is perceived favorably by that demographic. Burger King/Hungry Jack's in Australia came up with a marketing strategy of providing vegan options because Millennials and Gen Z compose 2.5 million of Australia's vegetarians and vegans.
  • Burger King/Hungry Jack's has partnerships with the Australian federal government (that involves paid interns), the West Coast Eagles (Perth’s first Australian Football League), the Taronga Zoo, not-for-profit organizations, and others.
  • Burger King/Hungry Jack's uses ad campaigns like "Nothing naughty about it," which targeted younger, female customers who would prefer a healthier choice of meals. Burger King/Hungry Jack also uses youth-themed ads that promote charitable causes like anti-bullying.

MARKETING CAMPAIGNS, STRATEGIES, AND TACTICS

  • Fernando Machado, chief marketing officer of Burger King/Hungry Jack's, provided some insight into the company's Australian strategies. One technique involved watering down the effects of competitors' adverts by coming up with counter ads. For example, Burger King/Hungry Jack's used scary clowns in a Halloween promo to distract people from Ronald McDonald's, McDonald's clown mascot, family-friendly appeal.
  • Another technique involves drawing people's attention to charitable causes in a serious but lighthearted manner to portray the brand in a good and youth-friendly light (e.g., the adverts on bullying juniors). Similarly, drawing people's attention by starting conversations when controversy or scandals appear; such as, when Google's home page featured an ad for a Whopper.
  • Machado outlined the top five marketing strategies used by Burger King/Hungry Jack's: Understand the brand, create great briefs, let ideas grow, be ready to take risks, and keep your team united behind common goals and values.
  • Another technique utilized by Burger King/Hungry Jack's is the 7Ps Strategy:
  • Product (offer a wide range of products);
  • Price (prices must be cost-effective and affordable);
  • Place (provide potential customers with multiple avenues for acquiring the product);
  • Promotion (e.g., the "Shake and Win" campaign where customers received free food items if they were one kilometer away from any Burger King/Hungry Jack when they shook their iOS devices);
  • People (care for both customers and staff);
  • Physical Evidence (e.g., the aforementioned "Nothing naughty about it" ad campaign that demonstrates Burger King/Hungry Jack has something for everyone);
  • And Process (cross-selling and bundling products in a manner economical to the customer)
  • Other campaigns include a recreation of Victoria Bitter's iconic "Hard-earned thirst" ad, and Burger King/Hungry Jack's "Keeping it real" ad.
  • RESEARCH STRATEGY

    We made inquiries into sites like mybusiness.com, campaignbrief.com, and roymorgan.com for information on successful marketing campaigns. This avenue of inquiry yielded a substantial amount of relevant information. However, there was no direct information on Australian Millenials' and Gen Z's perception of Burger King. But the data we uncovered indicate that Burger King is the third most patronized restaurant by Millenials and the fourth most by all five generations. We interpret these data to suggest that the restaurant chain is perceived positively in Australia.
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    Burger King Brand Perception and Marketing - UK

    Burger King UK is heavily engaged with its customers on social media, electing for content that is more likely to appeal to young people such as memes, student discounts and pop culture references. Along with ensuring its cultural relevance, the brand also aims to personalize advertisements according to the daily activity and social media activity of its consumers.

    STRATEGIES & TACTICS

    • There are laws in place protecting the youngest of gen Z from being targeted by advertisements from the likes of Burger King and McDonalds in the UK. Considering this and their low buying power (most are not emancipated), millennials are most likely targeted more than gen Z.
    • Burger King utilizes a combination of Facebook, Instagram, and Twitter to engage young persons, that make up the most active group on these platforms compared to other generations.
    • The local Burger King brand has approximately 277 thousand followers on Facebook, 47.3 thousand followers on Twitter, and approximately 8 thousand followers on Instagram.
    • On their Facebook page, Burger King has integrated their advertisements with a variety of memes popular with young people, and that include pop culture references such as the movie IT.
    • Nearly every person featured in their photos seem to be within the millennial and gen Z age range, and some photos specifically target students (a burger wearing a graduation cap).
    • The brand often has student promotions, according to customer comments on their Facebook page and by a 2018 Instagram post in collaboration with Unidays (a popular site among students).
    • On their Twitter page, the brand frequently engages with its followers with clever jokes and pop culture references such as the video game FortNite and reality TV. Unlike their Instagram page which mostly mirrors their Facebook content, their Twitter page is very original.
    • Even though Burger King was accessible through popular food delivery services such as Deliveroo, Burger King UK launched its own delivery site in 2015. With young people, in particular millennials, favoring home delivery over dining in, this is an effective strategy to target this audience.
    • Despite the success of US locations that exploit trending topics such as mental health awareness with their "real meals" campaign and partner with novelty brands such as Cheetos, Burger King UK has opted for "hyper-personalization" as their primary strategy.
    • This hyper-personalization will take the form of personalized Digital Out-of-Home campaigns that are able to target consumers by their activity and social media interactions with the brand.
    • For example, dynamic posters were implemented in London that suggested visits to the closest branch during light traffic times, and that changed depending on the time of day.

    RECENT MARKETING CAMPAIGNS

    • Burger King UK launched a "Tough Mudder" ticket Twitter giveaway in July 2019, for persons aged 14 or older that required following the local brand on Twitter, retweeting a hashtag, and sharing with friends. This sporting competition is popular among young people with the average participant being 29 years old.
    • Other recent Facebook based campaigns included a Whopper Hunt in April 2019 that promoted social media engagement, an "Angus for Angus" local store giveaway in March 2019, and an Xbox One S giveaway in December 2018.
    • Burger King UK does not regularly offer major advertising campaigns, despite the successes of other regions such as the US and Spain, and the generally positive reception in the UK evidenced by the UK articles praising them.
    • The "Whopper Takeover" day was launched on the 17th of April 2019, and consisted of making the flagship whopper the only available item on the menu. This was part of their "Go Whopper or Go Home" campaign that included TV and metro placements, and also free whoppers to those that downloaded their app or that ordered through Deliveroo.
    • In September 2018, the CEO of Burger King UK announced the "Crispy Chicken" campaign on their YouTube site. One lucky winner won 20,000 pounds after sharing a video of him biting an imaginary sandwich, and was also featured in a subsequent advertisement.

    GENERAL PERCEPTION

    • Burger King is the 9th highest grossing restaurant chain in the UK in 2017, and it is the 5th favorite with 21% of consumers citing satisfaction and being likely to recommend it to friends.
    • In an article praising a Burger King US promotion, a distaste for not being able to enjoy the same promotions in the UK is inferred. This perception may be representative of young people in the UK since the article was written by a young person and published on a site that specifically targets the young, tech-savvy generations claiming a local audience larger than competitors such as Buzzfeed, Reddit and Vice.
    • Young people in the UK like others around the world, fancy brands that engage in socially relevant trends such as trolling, and Burger King has often used this to their advantage. For example, Burger King UK's tweet response to Kanye West in November 2018, was the most liked post by a brand on Twitter.
    • Young people in the UK prefer healthier, more environmentally friendly options to fast food, with a high proportion interested in vegan options. Although this is a global campaign, Burger King UK is bringing a meat-free burger to the UK, a tactic that should increase their appeal to this population.

    RESEARCH STRATEGY

    Information could not be directly found for Burger King UK's current brand perception with millennials and members of gen Z. Therefore, in order to estimate this, popular articles written by and for young people were referenced and their perspectives used as a representative sample of their population. Also, the general preferences of these young people were taken into account and compared to the advertisements and products offered by Burger King UK.
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    Part
    08

    Burger King Brand Perception and Marketing - Spain

    Burger King Spain uses channels such as social media and gaming platforms to reach Millennials and Gen Z. They also use marketing strategies like co-branding to reach a larger audience in this market.

    MARKETING CHANNELS / STRATEGIES

    MARKETING CAMPAIGNS

    STORIES ORDERING

    • In 2018, Burger King Spain launched the "Stories Ordering" campaign, inviting its followers to choose their favorite burger toppings, and generating unique coupons for the fans to redeem at the restaurants of their choice.
    • Within three hours, the campaign had generated 34,675 Whopper coupons.
    • They engaged customers, they also gather the data and created the "InstaWhopper" out of the most popular ingredients chosen by the customers and made it available in their restaurants for a limited time.

    BURGER CLAN

    • In 2017, they launched the "Burger Clan" campaign, promoting their delivery service by taking customers' orders while they played a game against a gamer, who informed a BK employee of the order.
    • The main target was people from 12-25 years old, the core of gamers that like to play online.
    • Although they started their test in Madrid, they expect to reach the 1 million online players in Spain.

    CO-BRANDING WITH GREFUSA

    STATISTICS

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    Part
    09

    Burger King Brand Perception and Marketing - France

    Burger King France's marketing strategies include the use of discounted price offerings, customers' engagement and rewards via social media, and unique product offerings. Information regarding the perception of Burger King in France was unavailable. Details of our findings are below.

    DISCOUNTED PRICE OFFERINGS

    • In 2017, Burger King carried out a French campaign called "Mystery Burger". The campaign required diners to play a mini game of roulette for a price of two Euros, after which the diner would get a random serving of one of Burger King's ten most iconic burger options, in a plain white box.
    • The options included the Steakhouse, the Big King XXL, the Whopper, etc. The campaign also included a video distributed on YouTube and linear TV.

    CUSTOMERS' ENGAGEMENT AND REWARDS VIA SOCIAL MEDIA

    • According to Beatrice Roux, Burger King France's managing director, the marketing team of Burger King France regularly focuses on social media with campaigns that are built on strong product attributes and unique selling points.
    • As part of it's marketing campaigns in France, Burger King, in collaboration with Buzzman, created a comedic video to launch a toothpaste named Whopper toothpaste. The campaign was meant to emphasize the unique flame-grilled beef taste of Burger King's burgers.
    • The campaign aimed at getting people to talk about Burger King on social media to help strengthen and maintain the emotional link between the brand and it's core target customers.
    • To reward its biggest Facebook fan in 2017, Burger King in France gave a restaurant, wrapped in one kilometer of wrapping paper, as a reward.
    • The Facebook fan, with the social media name of Sullyvan K, was gifted a Burger King located at Bordeaux, France. Sullyvan K posted 637 comments on the official Facebook page of Burger King France, in 2017 alone.
    • Included in the gift were a personal parking spot, a personal golden tray, a personal table and Whopper packaging, and a year of free burgers at the location.
    • A video of the offer was made, of which the highest commenting fan would also get a free 12-month supply of Whoppers.

    UNIQUE PRODUCT OFFERINGS

    • In 2019, Burger King France, in collaboration with tableware company ARC, created 1,519,229 one-of-a-kind glasses.
    • The campaign features a free customers' offering of a free half-melted glass with a Bacon and a cheese Whopper meal.
    • Burger King France hopes that someday, some of the oddly-shaped glasses will become collector's items.

    RESEARCH STRATEGY

    As a first step in this research, we consulted studies, publications and market surveys from various credible organizations such as Adweek, Emarketer, Econsultancy, Marketingweek, Marketingdive, PRweek, and Bandt on the Gen Z and millennial-targeting marketing strategies and techniques of Burger King in France. These sources only yielded insights on the marketing strategies and efforts of Burger King among the general French population, and not specifics on Gen Z and millenials. It also failed to yield information on the perception of the brand among France's Gen Z and millennial populations.
    Digging deeper, we searched for publications and reports from Burger King regarding its millennial and Gen Z marketing campaigns in France from which we could estimate or aggregate enough data to provide the required information. However, this strategy only yielded results for the Brand's marketing campaigns and perceptions in the US, and not for France.
    Unsatisfied with the seeming unavailability of information, we went further to search the social media accounts of Burger King France for insights or data points with which we could estimate the perception of the brand among the French millenial and Gen Z population, as well as their marketing tactics. However, this again yielded no information on the Gen Z and millenial-targeting campaigns, and their perception of Burger King. Outlined above, are our findings on the marketing strategies and techniques of Burger King among the general French population.


    Sources
    Sources

    From Part 02
    Quotes
    • "Burger King’s Russian division took down and apologized for an ad on social media promising 3 million rubles (about $47,000 USD) and a lifetime supply of Whoppers to women who could get impregnated by World Cup team members."
    Quotes
    • "The Russian operation of burger chain Burger King has filed a complaint to ban the box-office hit It from cinemas across the country because Pennywise the Dancing Clown looks eerily similar to their rival McDonalds’ mascot, Ronald McDonald."
    • "In the complaint, filed last week and obtained by Russian financial publication Vedomosti, Burger King claimed ‘the protagonist of the movie is an exact copy’ of Ronald McDonald, ‘including the color range and the [balloons] with which the clown lures children.’"
    Quotes
    • "Burger King Russia teamed up with WebMoney Transfer to allow digital payments using an eWallet, according to an announcement from WebMoney. To use the offering, diners scan a quick response (QR) code shown on the cash register for an instant transaction."
    Quotes
    • "The coins can also be transferred and traded online, allowing customers to either save their rewards or sell them to new buyers."
    • "The restaurant chain is set to release an app for the digital tokens in both the Apple Store and Google Play next month."
    From Part 04
    Quotes
    • "the exclusive opportunity to love the Burger King brand as well as to unite their partner in the form of a diamond—as a kind of flaming symbol of love."
    Quotes
    • "Its data is credited to the United Nations Population Division's World Population Prospects: 2017 Revision."
    From Part 05
    Quotes
    • "To get more teens and young millennials in the door, we needed to get them excited about the brand again, and give them a reason to go."
    • "By January 2014, we noticed a unique trend happening in social: Millennials cried out for a Burger King product that was discontinued nearly two years prior: Chicken Fries."
    • "Our solution was to bring them back with a massive digital-first launch, and give our fans all the credit for their return. The #ChickenFriesAreBack campaign ignited an Internet frenzy, got millennials in the door, and helped Burger King sales jump in the U.S. and Canada by the biggest amount in two years."
    • "In fact, in a YouGov survey of millennials conducted following the campaign, perceptions of Burger King increased 44 percent during the first 2 weeks of the campaign, while McDonald's and Wendy's dropped 84 percent and 28 percent, respectively during the same period."
    • "Burger King's #ChickenFriesAreBack campaign deserves to win a Shorty Award, as it helped Burger King get millennials back in the door, changed millennial perception, and helped sales skyrocket."
    Quotes
    • "We would create a movement by bringing back a product that teens and young millennials have been crying out for, and give them all the credit."
    • "We announced the return of Chicken Fries by planting a seed with our most vocal fans and letting them spread the news for us."
    • "We carefully selected Burger King locations with a high teen & early millennial index (e.g., college towns) and pre-shipped them Chicken Fries product, training videos, and the new packaging, which was social by design. "
    • "We knew they wouldn’t be able to help themselves from leaking this news to their friends. These social leaks – like snapshots of our Chicken Fries packaging – sparked the anticipated social media firestorm ahead of the big reveal and set off a chain reaction."
    • "Snapchat was key in getting the word out 5 days before launch. To further rally excitement, we announced the news with Tweets, Instagrams and Vines that acknowledged fan anticipation. Everything drove consumers to join in with the hashtag: #chickenfriesareback."
    • "The campaign generated 1,380,463,889 media impressions in outlets like E! News and TIME Magazine. In social, the Chicken Fries campaign ignited an explosion of conversation. We also drove 1.62 billion social media impressions – 93 percent of which were organic."
    Quotes
    • "Getting some laughs and impressions with young customers through social media is a key marketing strategy for Burger King as it brings its popular chicken fries to Canada."
    • "Not only does the campaign make a bold push toward a younger demographic, but it also corresponds with the launch of Burger King Canada on Instagram and Twitter."
    • "As well, these two mediums are key channels where our key consumer targets— millennials—are engaging."
    • "The campaign is similar to Burger King’s rollout in the U.S., except the love affair angle in Canada is focusing on a “budding” relationship."
    • "While the step deeper into social media shows a willingness to speak to millennials on their own turf, the message also mirrors the medium."
    Quotes
    • "BURGER KING GETS A DIGITAL REVAMP Brand wants to better engage with millennials"
    • "The newly designed website — BurgerKing.ca — has a big focus on hunger-inducing food shots, as well new features like an interactive menu and nutritional calculator. And unlike its predecessor, the site is mobile-friendly."
    • "Burger King’s target audience is millennials and close to 40% of the brand’s interaction with that demo is mobile-based, said Fry."
    • "We wanted to provide something that was functional and engaging for them… They may not be as interested in calorie counts, but they really are interested in knowing what’s in their food."
    From Part 06
    Quotes
    • "Fernando Machado, the chain’s chief marketing officer, told Advertising Week APAC in Sydney that the entire point of marketing and advertising is to get people talking about your business and your product."
    Quotes
    • "Two and a half million Australians now say that they are vegan or vegetarian, according to Roy Morgan Research, with a solid chunk of those people born either between 1980 and 94 (Gen Y, or Millennials) or between 1995 and 2010 (Generation Z)"
    • "Even Domino’s and Hungry Jack’s now have vegan options."
    Quotes
    • "Hungry Jack’s comes in third for Generation Y on 36.9%"
    Quotes
    • "In order to promote itself amongst consumers, Hungry Jacks typically relies on advertising as a means to generate revenues."
    Quotes
    • "176 young Australians interned at Hungry Jack's under a government program that pays as little as $4 an hour."
    Quotes
    • "Hungry Jack's has recreated Victoria Bitter’s classic 'hard earned thirst' ad in a new campaign that pushes burgers instead of beer. "
    Quotes
    • "Scott Baird, Hungry Jack’s chief marketing officer says ‘Keeping It Real’ is more than just a campaign line, it’s an ideology for the brand."
    From Part 07
    Quotes
    • "However, unfortunately they’re not available in the UK – as we’re not allowed nice (well, not so nice) things, apparently."
    Quotes
    • "Part of our brief is to align Burger King with its target millennial audience and to be quick and agile enough to become part of the cultural conversations taking place on social. "