BE YOUR WAY : BURGER KING REVAMPS ITS IMAGE
we want to interact with our guests .” added Axel Schwan , Burger King Corporation Executive Vice President and Global Chief Marketing Officer , in the press release . “ And , the executions under BE YOUR WAYSM will showcase our guests being their own way in whatever iteration that may be .”
It ’ s a change that makes absolute sense – Burger King CEO Daniel Schwartz is just thirty-three years old , extremely young compared to his competitors in the fast food franchise world , and within that youth lies an opportunity to shake up the status quo , look at consumer interests with fresh eyes , and genuinely connect with a younger demographic .
It also makes sense considering the state of Burger King ’ s biggest competition – McDonald ’ s has been in a sales slump , and is locked in breakfast battle with Yum Brands in a bid to distance itself from burgers . Burger King already asserted itself as a go-to burger joint by using its Burgers for Breakfast campaign
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