Marketing Mix of Burger King and 7Ps (Updated 2024)

The Marketing mix of Burger King analyses the 7Ps of Burger King, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Burger King. Burger King, also known as BK, is a public company founded by Insta – -Burger King in 1953 28 July. This worldwide chain of restaurants is located globally and deals with fast food hamburgers. It has its headquarters in the Miami-Dade County of Florida, in the United States. In 1954, the company ran into some complications and was purchased and renamed Burger King. Although the company has changed ownership at least four times since its first purchase, its name remains the same – Burger King. Some of its key competitors who keep the company on its toes are as follows –

• McDonald’s
• KFC
• Pizza Hut
• Taco Bell
• Subway
• Wendy’s

About Burger King

• Type: Fast food restaurant
• Industry: Quick service restaurants
• Founded: 1953
• Founders: James McLamore, David Edgerton
• Headquarters: Miami-Dade County, Florida, United States
• Area served: Worldwide
• Current CEO: David Shear
• Number of employees: 200,000
• Major products: Hamburgers, Whoppers, Fries, Chicken, Breakfast, Desserts

Burger King Product Strategy

Burger King, a global fast-food chain, offers a diverse product mix of burger king that caters to various tastes and preferences.

The new Product Mix of Burger King in 2024 is as follows (Source).

1. Burgers: The cornerstone of their menu, Burger King offers a variety of burgers, including the famous Whopper, cheeseburgers, and plant-based options. They often introduce limited-time specialty burgers to keep the menu exciting.
2. Chicken and Fish Items: This category includes chicken sandwiches, nuggets, and fish burgers, providing alternatives to beef-based products.
3. Salads and Vegetarian Options: Burger King includes salads and vegetarian options to cater to health-conscious customers and those with dietary restrictions.
4. Sides: Their side items include french fries, onion rings, mozzarella sticks, and other fried snacks. These are often enjoyed alongside the main courses or as standalone snacks.
5. Desserts and Beverages: The menu features a range of desserts, such as ice cream, pies, and shakes. Their beverage options include sodas, coffee, teas, and specialty drinks.
6. Breakfast Items: Burger King also offers a breakfast menu, which typically includes breakfast sandwiches, burritos, hash browns, and coffee.
7. Kids’ Meals: They provide specially designed kids’ meals that usually consist of a smaller portion of the main item (like a burger or chicken nuggets), a side, a drink, and sometimes a toy.

The product mix at Burger King is designed to appeal to a broad customer base, focusing on taste, value, variety, and convenience. They continuously adapt their menu to reflect changing consumer preferences and market trends in the fast-food industry.

Burger King Pricing Strategy

Burger King’s pricing and marketing strategy, aimed at delivering value to customers at affordable prices while maintaining a competitive advantage, is critical to its overall market positioning. Here’s an expert breakdown of how burger King and their approach to pricing strategies:

1. Competitive Pricing: Burger King actively engages in competitive pricing. They set prices considering what competitors charge, particularly other major fast-food chains. This strategy ensures they remain an attractive option for cost-conscious consumers.
2. Value Menu: A cornerstone of their strategy is the Value Menu, which offers a variety of items at meager prices. This approach targets budget-minded customers and encourages the trial of new items while driving foot traffic and incremental sales.
3. Psychological Pricing: The brand often employs psychological pricing tactics, such as pricing items at $0.99 instead of a whole dollar amount. This aims to make prices appear lower, enhancing appeal and encouraging impulse purchases.
4. Bundled Pricing: Burger King frequently offers meal combos and family deals, bundling items at a price lower than if purchased separately. This provides perceived value to customers and increases the average order size.
5. Dynamic Pricing: In specific markets, Burger King adopts dynamic pricing, where prices may vary based on location, time of day, or promotional activities. For example, prices in city centers or airports might be higher due to higher operating costs in these locations.
6. Promotional Pricing: The brand regularly runs promotions and limited-time offers, temporarily reducing prices to attract customers and boost sales. These promotions are often tied to new product launches or special events.

Through this multifaceted pricing and promotional strategy, Burger King effectively balances customer affordability with company profitability. This approach to pricing strategy is essential in maintaining its position as a leading player in the highly price-competitive fast-food industry.

Burger King Place Strategy

Presently, Burger King has outlets almost everywhere in the global market. It has its base in nearly seventy-nine countries with an estimated 13000 outlets. 66% of these outlets are in the US, with 99% publicly traded companies operated and owned privately. Its international locations include Europe, Oceania, and East- Asian countries like Japan, Singapore, Taiwan and South Korea. It has also recently entered India.

Here is Burger King’s place strategy.

1. Extensive Global Presence: Burger King operates a vast network of restaurants worldwide, spanning multiple countries and continents. This global footprint allows them to cater to various cultural tastes and preferences, making them a familiar and accessible fast-food option globally.
2. Strategic Location Selection: The chain typically situates its restaurants in high-traffic areas such as shopping malls, commercial districts, highways, and urban centers. This strategic placement maximizes visibility and convenience for a diverse range of customers.
3. Franchise Model: Burger King extensively utilizes a franchise model, allowing for rapid expansion and local market penetration. This strategy enables local franchisees to adapt to regional tastes and preferences while maintaining the brand’s global standards.
4. Drive-Thru and Dine-In Services: Most Burger King locations offer drive-thru and dine-in options to cater to customers seeking convenience and those preferring a traditional dine-in experience. This flexibility enhances customer experience and caters to different consumer needs.
5. Digital and Delivery Platforms: Embracing digital transformation, Burger King has invested in online ordering systems, mobile apps, and partnerships with food delivery services. This approach aligns with the growing digital ordering and home delivery trend, expanding their reach beyond traditional in-store dining.

Burger King Promotion Strategy

The firm’s promotional and marketing strategy is based on reorganizing and revitalizing its brand at definite periods. Burger King’s publicly traded products have also periodically overhauled their marketing strategies related to menus, advertisements, new public relations agencies, refurbishment of the outlets, and a new concept for the restaurants known as the “BK Whopper Bar.”

Many of its successful marketing campaigns had melodious jingles, which became hits, and its slogan “Have It Your Way” has become synonymous with Burger King’s menu name. Several advertisements and sales promotions are shown on television and print media to popularize the company’s various outlets and food items that have become their business specialty.

Burger King has aligned themselves with organizations that sell scratch cards for $1, and the prize is either a food product or a beverage related to BK. Burger King also has its charitable organizations. The first is the “Have It Your Way Foundation,” which focuses on preventing diseases and removing hunger from every household. The second largest company is the “McLamore Foundation,” which provides scholarships to interested and deserving students. These steps have proved to be an advertisement for the company’s value and of Burger King’s products, marketing mix, and human side and have helped uplift and maintain its brand image.

The critical factor in converting customers is marketing and also its distribution strategy. Local advertising like hoardings, lollipops, roadside ads, and other such promotion methods are used to get the tempo going for local customers so that they regularly visit Burger King. The key to promotions and discount coupons is that Burger King gives more food at a comparatively lower price than its competitors. Thus, overall, there are many ways that Burger King promotes and sells itself, from the marketing to the product design to the ATL and BTL strategies.

Some Recent Video ads and Print ads for Burger King are:

Burger King People Strategy

The “People” aspect of the marketing mix in the Service Marketing Mix focuses on the staff, service, and customer experience, which are critical in shaping perceptions and customer satisfaction. In the context of Burger King, a global fast-food chain known for its “Whopper” burgers and other signature items, the “People” component of the Burger King marketing mix can be broken down into several key points:

1. Employee Training and Development: Burger King invests in comprehensive training programs to ensure high-quality service. This includes customer service training, operational efficiency, and food safety standards to maintain consistency across all locations.
2. Customer Service Orientation: The staff at Burger King are trained to prioritize customer satisfaction, focusing on speed, accuracy, and friendliness. This customer-first approach is critical in the fast-food industry, where the customer experience can significantly impact brand loyalty and repeat business.
3. Diversity and Inclusion: Burger King values diversity and inclusion, aiming to create a welcoming environment for employees and customers of various backgrounds. This is reflected in their hiring practices, promotional materials, and community engagement initiatives.
4. Employee Satisfaction and Retention: Recognizing the importance of employee morale on customer experience, Burger King focuses on employee satisfaction and retention strategies. This includes competitive wages, benefits, and opportunities for career advancement within the company.
5. Brand Ambassadors: Employees are considered the face of the brand and are encouraged to embody the company’s values and mission. This helps create a positive brand image and fosters a sense of pride and loyalty among staff.
6. Feedback Mechanisms: Burger King implements feedback mechanisms, such as customer surveys and feedback forms, to gather insights on service quality and employee performance. This feedback is used to make continuous improvements in service delivery.
7. Community Engagement: The people of Burger King also involve themselves in local communities through sponsorships, charitable activities, and participation in local events. This helps build a positive brand image and establish strong community ties.
8. Global Workforce: With operations in over 100 countries, Burger King’s workforce is culturally diverse, bringing many perspectives and practices to the company. This diversity is seen as a strength, enabling Burger King to cater to the tastes and preferences of a global customer base.

Burger King Process Strategy

The “Process” element of the Service Marketing Mix refers to the procedures, mechanisms, and flow of activities by which services are consumed. This aspect of Burger King’s marketing mix for the limited product mix is crucial for ensuring efficiency, quality, and customer satisfaction in the delivery of services. For Burger King, a leading global fast-food hamburger chain, the process component of the Burger King marketing mix also encompasses various operational and service delivery aspects:

1. Ordering System: Burger King employs a streamlined ordering process through multiple channels, including in-store, drive-thru, online, and mobile app ordering, to ensure convenience and reduce customer wait times.
2. Food Preparation and Delivery: The company has standardized processes emphasizing speed, efficiency, and consistency. This includes using predetermined recipes, cooking methods, and presentation standards to ensure that food quality is uniform across all locations.
3. Speed of Service: Burger King minimizes customer wait times through efficient kitchen operations and a well-organized service counter. The aim is to deliver orders accurately and swiftly, enhancing customer satisfaction.
4. Customization: Burger King allows customers to customize their meals according to their preferences, facilitated through its “Have it Your Way” service philosophy. This process is integrated into their ordering system to ensure customer needs are accurately captured and fulfilled.
5. Quality Control: Rigorous quality control measures are in place throughout the food preparation, from ingredient sourcing to final product delivery. This ensures that all products meet Burger King’s high taste, safety, and appearance standards.
6. Cleanliness and Hygiene: The process includes strict cleanliness and hygiene protocols for the front and back of the restaurant. Regular cleaning schedules, hygiene checks, and compliance with local health and safety regulations are essential.
7. Feedback and Improvement: Burger King has processes to collect customer feedback through various channels, including in-store feedback systems, online surveys, and social media. This feedback is systematically analyzed and used to improve service delivery and product offerings continuously.
8. Employee Training: Employees receive ongoing training not only in food preparation and safety but also in customer service, operational efficiency, and the use of technology. This ensures that the service delivery process remains efficient and effective.
9. Technology Integration: Technology, like digital kiosks for ordering in-store and a mobile app for online orders and payments, streamlines the service process, reduces errors, and enhances the customer experience.
10. Supply Chain Management: Efficient supply chain management ensures that all restaurants are regularly stocked with fresh ingredients and supplies, minimizing waste and ensuring that menu items are always available.
11. Waste Management and Sustainability: Processes for waste management and sustainability initiatives are integrated into operations, focusing on reducing environmental impact through recycling programs, sustainable packaging, and energy-efficient practices.

Burger King Physical Evidence Strategy

The “Physical Evidence” element of the Service Marketing Mix refers to the environment in which the main product or service is delivered, along with any tangible goods that facilitate the performance or communication of the service. It plays a crucial role in shaping perceptions and influencing customer satisfaction by providing consumers with tangible proof of service quality. For Burger King, a leading global fast-food chain, the physical evidence and marketing mix of Burger king, encompasses several aspects that contribute to the overall customer experience:

1. Store Design and Layout: Burger King’s restaurants are designed to be welcoming and comfortable, with a layout that facilitates easy navigation and efficient service. The design often incorporates the brand’s colors (red, yellow, and blue) and logo, creating a distinctive and recognizable look.
2. Cleanliness and Hygiene: Maintaining a clean and hygienic environment is paramount for customer trust and satisfaction. This includes the dining area, counters, restrooms, and kitchen, all kept to high standards of cleanliness.
3. Branding Elements: The use of consistent branding elements across all physical and digital touchpoints reinforces the brand identity. This includes logos, uniforms, packaging, and promotional materials that feature the distinctive Burger King branding.
4. Signage and Visual Communications: Clear and attractive signage inside and outside the restaurant helps guide customers through ordering, promotes special offers, and enhances the overall service experience.
5. Seating and Comfort: Comfortable seating arrangements and the availability of different types of seating (booths, tables, high chairs for children) cater to the needs of various customer groups, ensuring a pleasant dining experience.
6. Equipment and Technology: Modern and efficient equipment in the kitchen ensures that food is prepared quickly and to a high standard. Incorporating technology, such as self-service kiosks and free Wi-Fi for customers, enhances the dining experience.
7. Packaging: Burger King’s packaging is functional, keeping food hot and fresh, and carries the brand’s visual identity and messages. It often includes promotional messaging and nutritional information, serving as a form of communication with the customer.
8. Atmosphere: The overall atmosphere, including lighting, music, and temperature, is carefully managed to create a pleasant environment that encourages customers to return.
9. Menu Presentation: The presentation of the menu, both in physical form in the restaurant and online, is clear and appealing, making it easy for customers to make selections and explore new items.
10. Physical Location and Exterior: The exterior of Burger King restaurants, including parking facilities, landscaping, and signage, is well-maintained and designed to be inviting and accessible to customers.
11. Employee Uniforms: Uniforms worn by Burger King staff are not only practical but also reinforce the brand identity and contribute to the professional appearance of the service team.

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