Burger King 2008 Annual Report Download - page 17

2008 Annual Report :: 15
Our robust marketing calendar is fi lled with innovative and
cutting-edge promotions and tie-ins aimed at attracting even
more SuperFans and SuperFamilies across the globe. Our
marketing leadership continues as we align ourselves with
properties such as the NFL, The Pink PantherTM, Star TrekTM,
and a soon-to-be-announced new gaming partner! Our brand
strategies are designed to drive increased brand awareness
and social relevance leading to incremental guest visits.
We continue to improve the guest experience by executing on
our operational platforms and the roll out of new technolo-
gies. Guest satisfaction scores are at all-time highs, but we are
committed to exceeding these results. Restaurants with higher
scores correlate strongly with higher sales and profi ts. World-
wide, notable technological improvements in fi scal 2009
will include the continued implementation of new point-of-
sale systems and the versatile fl exible broiler. Additionally, in
the U.S., we will continue the roll out of our new pricing
tool designed to make market-driven pricing decisions and
Bluetooth® headsets to enable faster and more accurate cus-
tomer service. We are dedicated to running cost-effective,
highly effi cient operations aimed at improving guest satisfac-
tion, and as a result, greater profi ts.
We are also increasingly proud of the efforts and commit-
ments to give back to the communities we serve. Through
our Have It Your Way® Foundation, we have granted thousands
of scholarships, helped children with life-threatening illnesses,
and supported youth programs. And our franchisees also
continue to positively impact their communities through
active participation in many local philanthropic efforts.
With our focus on our True North Plan and its strategic global
growth pillars, we are well-positioned to continue our posi-
tive momentum into fi scal 2009. We recognize consumer
pressures will likely continue, but we have taken appropriate
steps to position the brand profi tably. We are ready to serve
consumers’ increasing demand for quality and convenience
as they look to us to provide great value while creating signifi -
cant value for you, our shareholders.
I’m sure you agree
that’s an adventure
worth pursuing.
John W. Chidsey
Chairman and
Chief Executive Offi cer
October 8, 2008
executive team
Top row left to right: Anne Chwat, Gladys DeClouet,
Chuck Fallon, Armando Jacomino, Russ Klein
Middle row left to right: Julio Ramirez, John Chidsey,
Raj Rawal
Bottom row left to right: Peter Robinson, Pete Smith,
Peter Tan, Amy Wagner, Ben Wells
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