Our marketing director helped this global giant quickserve restaurant achieve sales targets and work towards developing a clearer brand identity.
Burger King, a renowned Quick Service Restaurant (QSR) brand, consistently innovates to cater to its customers. Its dedication to technology and sustainability distinguishes it from other fast-food competitors. The brand boasts a diverse menu featuring flame-grilled burgers, fries, and more. With over 84 outlets in New Zealand, it garners daily sales exceeding $3 million. Embracing technology, Burger King has rolled out digital ordering systems and mobile apps for a swift and convenient customer experience.
Burger King’s mission is to rejuvenate its business and achieve sales targets, which have been elusive for over a year and a half. The strategy revolves around three pillars: refining operations, nurturing a positive company culture, and bolstering supplier support. The aim is to enhance efficiency, cut costs, and elevate the customer journey. By streamlining operations and fostering a supportive work environment, Burger King aspires to solidify its market position and achieve steady sales growth. The brand is dedicated to delivering value to its stakeholders while emphasising sustainability and social responsibility.
Marketing Director’s Objectives
The CEO recognised the pivotal role of the Marketing Director in the company’s transformation and help them to achieve sales targets. This role encompasses menu management, product development, supplier liaisons, and heading the Business Execution team. The CEO expected the Marketing Director to:
- Drive Menu Innovation: Collaborate with the New Product Development team to introduce enticing menu items, keeping abreast of market trends and customer preferences.
- Strengthen Supplier Relationships: Partner with the Supply Chain team to foster robust supplier ties, ensuring access to top-quality ingredients at competitive rates.
- Lead Business Execution: Oversee the Business Execution team, coordinating with Operations, IT, Supply Chain, and Finance to align with the company’s vision.
- Develop Effective Marketing Campaigns: Collaborate with the Marketing team to craft impactful campaigns that resonate with target customer segments.
What the Marketing Director Did
Drive Menu Innovation
The Marketing Director spearheaded menu enhancements by utilising data to refine offerings and integrate global best practices. This led to a more efficient menu, enhancing customer satisfaction and reducing overheads.
Strengthen Supplier Relationships
The Director expedited the launch of meat-free products, securing an edge in this emerging market. They also negotiated an exclusive beverage deal, differentiating Burger King from competitors.
Lead Business Execution
The Director ensured the revamped menu was seamlessly integrated, minimising waste and costs. Their leadership across various teams streamlined the business model.
Develop Effective Marketing Campaigns
The Director’s collaboration with creative agencies and brand leaders birthed localized advertising campaigns. Research data pinpointed 18-35 year-olds as the primary QSR consumers, narrowing the target from the previous 18-60+ range. This data-driven approach resulted in impactful campaigns that bolstered sales and brand recognition.
The marketing team focused to improve our struggling daily comparable sales metric, and they successfully transformed it from negative to positive. Through the use of advanced data analysis techniques, they have identified key drivers of the negative sales trend and implemented strategies to address them, this was taking a deep dive into brand tracking analytics, advertising reach vs spend, daily product sales and number of orders. As a result, we saw a substantial $2 million monthly sales increase.
New Customer-Focused Strategy:
We implemented a new customer-focused strategy, which has been instrumental in driving positive comparable sales for the organisation. The strategy involved analyzing item sales and consumer research to streamline our menu and remove 20% of low GP items. This has resulted in a more focused and relevant menu that better meets the needs of our customers and improved product delivery through simplified operations. This also contributed to positive comp sales in just one month.
New Product Development:
Liaising closely with the international team and regional leads we were successful in developing a new product, the Mega-Stacker burger, which was a hit with our customers. Selling over 25k units per week has increased the average customer spend by 3% per purchase. This has resulted in an additional $500k in revenue per week for the six weeks since the product’s launch. This provided the confidence to pursue international products that had previously been shunned.