Burger King 2006 Annual Report Download - page 5

B K C
C A L L IN G A L L S UP E R FA N S
You’re asking for great food at great prices along with a bit of fun, and we’re serving just what you ordered.
Burger King Holdings Inc. has achieved 10 consecutive quarters of
comparable same store sales growth worldwide. We are definitely on
a roll – in fact, it’s been more than a decade since we’ve enjoyed this
kind of comp sales success. Our consolidated company revenues and
system-wide average restaurant sales are also at an all-time high.
Our advertising is winning awards and recognition the world over, and
our new products are generating billions in incremental sales system-
wide. We believe our brand, and everything it stands for, is why.
We serve America’s favorite burger, the Whopper sandwich. Our foun-
dation starts with outstanding food, served hot, fresh and fast by our
friendly restaurant team members. But it’s what we build on top of
our foundation that makes an even bigger difference – for our guests,
our franchisees, our employees and our shareholders.
F RO M T HE FO U NDA T IO N U P. We work hard to be the best in
operations and marketing and to keep these two cornerstones of our
kingdom working as one. We are constantly strengthening relationships
with our franchisees and helping them do the same with our restaurant
guests. Our pipeline of new and improved products is serving up inno-
vative menu choices. And then there’s that impossible-to-ignore monarch
himself, our King.
A N Y O NE S E E N OUR K IN G ? People are certainly catching on to
who’s King, which is no accident, considering our top-notch marketing
team that’s building his image around the world. Through groundbreaking
advertising, smart sponsorships and unprecedented promotions, the King
WHY WE ARE “THE KING”
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has become a cultural icon in his own right. He’s made dozens of TV
appearances on The Tonight Show with Jay Leno, ESPN’s Cold Pizza and
other showcases of pop culture. And the media blitz doesn’t stop with TV.
We constantly break new ground in creating edgy, memorable content
such as integration into EA Sports’ NCAA Football and Fight Night games;
Burger King Xbox® games, created in partnership with Microsoft Corpora-
tion; a profile of the King on MySpace.com with more than 130,000 linked
profiles; sponsorship of video downloads on YouTube; the first simul-
cast of a television ad on mobile phones; and who could forget the
Subservient Chicken on a microsite that has generated more than
a half billion hits worldwide?
Much of what we do is designed to grab our “SuperFan” – the coveted
time-starved consumer who loves sports, entertainment and video
games and visits quick service restaurants 16 times a month. We are
also reaching out to a broader spectrum of restaurant guests with mass
appeal sports and entertainment properties like the NFL and NASCAR,
and family fun promotional tie-ins with such properties as Spider-Man®
and SpongeBob SquarePants.
TM
Our innovative marketing is aimed at making us part of popular culture.
People are talking about us and wondering what the King and we are up
to next. Our television ads this year have been ranked “most liked” and
“most recalled” among all television advertisers a record number of times
by ad industry researcher IAG. And we far outpace our competitors in
Internet interest. It’s this kind of buzz that drives guests into our restau-
rants more and more often. When they get there, one look around – at the
menus, signage, bags, food wrappers and even the trash cans – continues
the message that while they’re having a bite to eat, they can have a little
fun. And when people have great food and fun, they come back for more.