When Burger King set about to fix its ailing empire, the fast food giant started by sizing up everything on the menu – even the mayonnaise.A group of Burger King management and franchisees last year sat via a lengthy presentation filled with charts and graphs regarding how oils and eggs affect the quality of the spread. A blind taste test of 30 varieties followed. The verdict: They liked the one Burger King was already using.
“That was actually quite a hard day,” recalls John Koch, Burger King’s executive chef.
It wasn’t the only one. In the last year, Burger King evaluated all its ingredients from the bacon for the cheese slices it serves on its char-grilled burgers as an element of per year-long pursuit to reverse years of slumping sales of the Whoppers and fries. The effect: On Monday, it plans to launch a lineup of smoothies, frappe coffees, chicken strips and snack wraps. The 10 new items mark Burger King’s biggest menu expansion since the chain opened its doors in 1954.
Burger King’s food odyssey shows how gruelling it can be to get a fast-food company to create new menu items – a procedure most Americans aren’t mindful of when they’re handed a bag at a drive-thru window. Burger King is definitely the latest chain to revamp its menu as part of the fast-food industry’s depart from its nearly single-minded courtship of men. Once the lifeblood from the industry, the economic crisis hit those junk food fanatics particularly hard. Concurrently, Americans usually have been demanding healthier options.
Burger King has did not evolve even while competitors go after new clients with breakfast items and healthier fare. This past year, Wendy’s for the first time edged out Burger King as the nation’s No. 2 burger chain behind McDonald’s. To stem the decline, Burger King executives last year chose to remodel its ageing system of 7,200 stores so they are more contemporary, redesign worker uniforms with aprons so that they stay neat and even serve the iconic Whopper in cardboard cartons rather than paper burger wrapping the first time in than twenty years. The food, however, is at the heart of the plan.
Consumers have longed for more food options at Burger King, however the revamp is really a gam.ble. The new menu may well not go far enough to differentiate Burger King looking at the competitors.
All things considered, you can find striking similarities between Burger King’s new items and also the offerings of their much-bigger rival McDonald’s. The Golden Arches already rolled out specialty salads in 2003, snack wraps in 2006, premium coffee drinks during 2009, and fruit smoothies during 2010.
“Being an innovator is critical within the fast-food industry,” said Darren Tristano, an analyst for food industry researcher Technomic Inc. But lately, he explained Burger King has been even more of a follower. Burger King executives don’t deny that its new merchandise is pretty close to those on McDonald’s popular menu. Nevertheless they repeat the new menu was made as a result mhrnhb Burger King’s own research.
“Consumers wanted more choices,” said Steve Wiborg, president of Burger King’s North America operations. “Not just healthy choices, but choices they might get at the competition.”
the fast-food industry has undergone a shift lately. Just 5 years ago, the best three fast-food companies were all burger chains. But concerns over obesity have paved just how for competitors like Subway, now the second-biggest chain, and Starbucks, which climbed in the rankings to the No. 3 spot. Smaller players such as Five Guys, which sells made-to-order burgers, are gaining ground too.
McDonald’s quickly adapted. The world’s biggest burger chain reinvented itself as a hip, healthier location to eat by offering wi-fi and rolling out a string of hit menu items such as fruit smoothies, iced coffees and oatmeal. Burger King failed to keep up. Its share of sales among BK menu fell from 17 percent 10 years ago to 12 percent a year ago, in accordance with researcher Technomic. McDonald’s share rose from 42 per cent to 50 %.