When Burger King set about to fix its ailing empire, the fast food giant started by sizing up everything on the menu – even mayonnaise.A group of Burger King management and franchisees this past year sat by way of a lengthy presentation complete 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 a pretty hard day,” recalls John Koch, Burger King’s executive chef.
It wasn’t the only one. Over the past year, Burger King evaluated most of its ingredients from the bacon to the cheese slices it serves on its char-grilled burgers as part of annually-long mission to reverse numerous years of slumping sales of their Whoppers and fries. The effect: On Monday, it intends to launch a lineup of smoothies, frappe coffees, chicken strips and snack wraps. The 10 new items mark Burger King’s biggest menu expansion because 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 come up with new menu items – an activity most Americans aren’t mindful of when they’re handed a bag at a drive-thru window. Burger King will be the latest chain to revamp its menu included in the fast-food industry’s depart from its nearly single-minded courtship of boys. When the lifeblood of the industry, the downturn in the economy hit those junk food fanatics particularly hard. Concurrently, Americans have been demanding healthier options.
Burger King has did not evolve even as competitors go after new customers with breakfast items and healthier fare. A year ago, Wendy’s for the first time edged out BK menu as the nation’s No. 2 burger chain behind McDonald’s. To stem the decline, Burger King executives a year ago chose to remodel its ageing system of 7,200 stores to ensure they are more contemporary, redesign worker uniforms with aprons so that they stay clean and even serve the iconic Whopper in cardboard cartons rather than paper burger wrapping the first time in more than twenty years. The food, however, is at the heart of its plan.
Consumers have longed for further food options at Burger King, but the revamp is actually a gam.ble. The newest menu may well not go far enough to differentiate Burger King from the competitors.
In the end, there are striking similarities between Burger King’s new items and also the offerings of the 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 essential within the fast-food industry,” said Darren Tristano, an analyst for food industry researcher Technomic Inc. But recently, he stated Burger King has been even more of a follower. Burger King executives don’t deny that its new items are pretty close to those on McDonald’s popular menu. However they repeat the new menu was developed consequently 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 on 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, the second-biggest chain, and Starbucks, which climbed in the rankings towards the No. 3 spot. Smaller players like 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 being a hip, healthier place to eat by giving wi-fi and rolling out a string of hit menu items including fruit smoothies, iced coffees and oatmeal. Burger King failed to take care of. Its share of sales among BK menu fell from 17 per cent ten years ago to 12 % a year ago, according to researcher Technomic. McDonald’s share rose from 42 % to 50 per cent.