CHALLENGE

As is often the case, the national Burger King advertising agency supplied all advertising material to be used by the franchisee and their local ad agency. During this time Burger King was co-partnering with other nationally branded products like serving Haagen-dazs ice cream. There was little or no emphasis on their hamburger products. Sales were suffering.

THE PLAN

The agency convinced the franchisee to spend some money and allow us to do on site and telephone research asking present customers and former customers what was preventing them from buying more products or frequenting the stores more often. We included a list of the products sold in the store asking what was their favorite.

After tabulating all the information the WHOPPER was the most popular, and was the product most customers associated with Burger King. After sharing our findings our franchisee client asked us to put together a marketing plan with the emphasis on The Whopper. 

RESULTS

Sales began to improve dramatically and caught the attention of Burger King’s National Marketing Department. They flew to Indianapolis to meet with the franchisee and the advertising agency (us) and review the findings and results, Obviously Burger King had lost its way.