Burger King 2007 Annual Report Download - page 14

BURGER KING® has found its rhythm as a global brand.
We are winning with one business vision: growth through differentiation.
The BURGER KING® brand bristles with social currency
and is a part of our guests’ lifestyles.
MARKETING INNOVATION
ere’s one thing we know for sure: If you’re
not something to somebody, you’ll be nothing
to everybody. at’s why we’re focused on
creating a brand experience that extends
beyond our products. We’re communicating
globally – through merchandising, imagery
and a consistent look and feel – to clarify the
brand’s point of view.
In the U.S., we’re experiencing the best traffic
performance in over 10 years. Worldwide, over
11 million guests visit a BURGER KING®
restaurant each day. Many of them are
SuperFans, an audience with an unapologetic
love of fast food. ey are defined by the way
they seek convenience, their desire for value
and the frequency with which they visit quick-
service restaurants – about three times more
than the typical consumer. We are putting our
marketing analytics to work, clearly defining
the needs of our SuperFans in the U.S., and
identifying our SuperFans around the globe.
MENU OFFERINGS
Our HAVE IT YOUR WAY® brand promise
means that our restaurants are proud to offer
choice; on a worldwide scale, that means
combining 11 globally required items with
dozens of local favorites. In Turkey, guests
are offered Koftegen, a square-shaped beef
patty seasoned with spices including cumin.
Korean guests enjoy shrimp burgers. We’re
also discovering global opportunities in snacks,
side items, coffees and ice creams, as in Latin
America, where hot days call for a refreshing
Cono King dessert.
In the U.S., we’ve further optimized our
menu and developed our product pipeline.
We introduced the popular BK™ Stacker
burger line, and also unveiled great new
flavors, such as cheesy bacon, across our
Angus and TENDERCRISP® platforms.
We began offering items available at both
breakfast and lunch, like CHEESY TOTS™.
Profitable add-ons included Mocha BK JOE®,
our entry into iced coffee, which is designed
not for the coffee connoisseur, but for the
discriminating SuperFan who wants a
sweeter, more mainstream taste.
Game On! BURGER KING®
brand icons, like the King and
Subservient Chicken, made their
debut with the XBOX® gaming
collection, one of the most
popular video game platforms
in the world.
XBOX®
We reentered the sport with
SuperFan favorite Bill Elliott,
a proven winner who shares
our desire to give fans the
experience they’re looking
for at every turn.
NASCAR THE SIMPSONSTM
D’oh! Using new technology,
simpsonizeme.com let
consumers turn digital photos
into animated, yellow versions
of themselves.
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