Burger King 2008 Annual Report Download - page 5

Adventures in Technology: Have It Your Way® technol-
ogies continue to set us apart. They include the new versatile
fl exible broiler that enables us to offer more innovative
products never before available in the fast food hamburger
restaurant space. The Burger King®-developed Bluetooth®
headsets allow for effi cient restaurant crew member com-
munication resulting in faster and more accurate customer
service. And the roll out of a breakthrough pricing tool lets
each U.S. company-owned restaurant adjust prices in real
time according to ever-changing local market dynamics.
Adventures in Guest Service: Propelled by our “BK®
Our Way” program for internal leadership and team build-
ing, employees embrace an “I make the difference” attitude
that empowers each team member to provide exceptional
service that keeps customers coming back for more. As a
result, turnover of crew members and managers improved
substantially in fi scal 2008, while employee satisfaction levels
increased worldwide. Therefore, it’s no surprise that guest
satisfaction levels continue to rise markedly in every region.
Adventures in philanthropy: We enhanced our phil-
anthropic activities in the communities we serve through
our Have It Your Way® Foundation. The Foundation’s BK®
Scholars program has granted more than $11 million in
scholarships and the Foundation has provided numerous
grants to many great organizations such as The Jimmy Fund®,
supporting the pediatric arm of the Dana-Farber Cancer
Institute, Big Brothers Big Sisters, and the BK® Cancer Caring
Center. And through the BK® Family Fund, we continue to help
employees by offering emergency grants when needed.
Adventures in Marketing: Burger King® brand’s dis-
tinctive marketing continued to grab guests’ attention. The
“Whopper® Freakout” media campaign gave people a taste of
a world without our fl agship burger—and they didn’t like
it, not one bit! The commercials became wildly popular,
winning awards and creating extreme buzz. We also had hits
with the “Bite Into Adventure” tie-in with the blockbuster
Indiana JonesTM movie, The Kingdom of the Crystal SkullTM,
and promotional tie-ins with movies such as Iron ManTM,
TransformersTM, The Incredible HulkTM and, who could forget,
The SimpsonsTM Movie! The King also really made it big;
he along with the Whopper® sandwich were immortalized at
Madame Tussauds in New York City’s Times Square.
IN CELEBRATION OF 50 YEARS OF THE WHOPPER ® SANDWICH, WE GAVE OUR GUESTS A FEEL FOR WHAT
THE WORLD WOULD BE LIKE WITHOUT IT WITH OUR SUCCESSFUL “ WHOPPER ® FREAKOUT ” MEDIA CAMPAIGN.
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