Burger King 2006 Annual Report Download - page 8

B K C
guests can have all our sandwiches their way – made to order – which
means that our restaurant teams are trained to work fast for each and
every order, allowing guests to select our food however they want it –
ketchup or no ketchup, bun or no bun, extra mayo or none at all.
A R E Y OU F UL L Y E T ? HO P E N O T. Have It Your Way also applies
to how we serve our franchisees. We’re supporting their efforts to boost
sales by promoting longer opening hours and offering restaurant guests
more payment options. In virtually every area in which we operate, supply
chains are sourced in-country, which keeps costs down and promotes
local economic growth. What’s more, international franchisees may opt
to use local labor, materials and designers to build their restaurants. If a
restaurant goes up in Mexico, it looks like it belongs there. And the people
embrace it as their own. We stick to our basic tenets, yet we give our
franchisees the flexibility to capitalize on their business talents and
local preferences. Franchisees know their markets better than anyone,
so together, with their local expertise and our strong global brand and
standards, we are all positioned to succeed.
Have It Your Way also means our guests’ opinions are heard and heeded.
For example, in the United States we employ GUEST TRAC,
SM a company
that monitors guest satisfaction. On register receipts, guests are invited
to interact with us by calling a toll-free number. Results are posted for
franchisees on our company Intranet, which has become the most visited
spot on the site. Franchisees are listening to their customers and improving
accordingly. They’re seeing that guests’ opinions are what matters most
to their restaurants. In short, we’re all being reminded who’s ultimately in
charge of our business – the guests. That’s the kind of perspective that
keeps businesses strong and profits growing. Which means shareholders
get to have it their way as well.
So, what comes to mind the world over when people think of Burger King?
For many, the answer is wonderfully predictable. They’ll likely say, “The
Whopper!” “The King!” And, inevitably, “Have It Your Way!”
Our Have It Your Way brand promise, launched more than 30 years ago,
permeates everything we do from serving our restaurant guests great
food the way they want it to delivering a great value for our shareholders.
In product development, we continue to taste success, bringing out
exciting menu choices like never before. Soon after we launched our
BKTM Chicken Fries, they became the no. 1 best-selling chicken strip
sold in fast food hamburger restaurants across the United States.
Our BKTM Stacker is our most successful permanent new menu item
in years, exceeding our own sales expectations. Our BKTM Value Menu –
with 10 items at about a buck each – is increasing traffic. And we’re
waking up breakfast profitability by pouring our new, delicious BK Joe®
coffees. All told, the new products that we’ve introduced in the last
two years have totaled more than $3 billion in sales.
H A V E I T Y O U R W AY CH OI CE S K E E P C O MI NG. More and more,
consumers want personalization and choice over mass production, yet
they still want their food fast. We offer the only veggie burger on a national
menu in the quick service restaurant industry. Our kid’s menu lets parents
choose applesauce and juice instead of fries and a soft drink. We offer
main dish salads and a side salad on our BKTM Value Menu. Restaurant
COOK UP GREAT FOOD,
THEN FIRE UP THE GUESTS
HAVE IT
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