Burger King case study: targeting the Superfan as a means of retaining growth in the fast food market

Published by: Datamonitor

Published: Apr. 10, 2009 - 11 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

Burger King suffered years of decline but achieved a turnaround after a marketing overhaul

McDonald's dominated the fast food sector for many years

Burger King's sale to a triumvirate of private equity firms in 2003 was the impetus for change

Although not immune to the downturn the company continues to grow, with plans for Brazil and China expansion

Targeting the Superfan rather than every demographic has been a key growth strategy

The Superfan is considered to be an 18-35 year old male with a love of fast food

Burger King's mascot, branding and marketing are intended to be 'cool', to relate to these Superfans

Burger King's marketing has been controversial but effective in targeting the Superfan

Pre-2008 campaigns successfully referenced popular culture to gain Superfan appeal

The Whopper Virgins documentary saw BK conduct a taste test among remote peoples, drawing controversy

Whopper Sacrifice asked people to delete friends on Facebook for a free burger, but was deemed cruel and dropped by Facebook

A Burger King aftershave sold out within days, successfully targeting the Superfan with a tongue in cheek product

Burger King has addressed the concerns of non-Superfan customers with healthier offerings

Taste has traditionally been more important than health on Burger King's agenda

Unhealthy children's diets and the obesity epidemic have prompted the company to address health issues more vigorously

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Calories and fat content in the leading burgers of fast food chains McDonald's, Burger King and Wendy's

Table 2: Consumer survey: the propensity to take active steps to eat more healthily more or less often, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

List of Figures

Figure 1: Burger King campaigns are innovative and wide ranging

Figure 2: Burger King has appealed to the humor of the Superfan with its latest marketing drives

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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