BE YOUR WAY : BURGER KING REVAMPS ITS IMAGE
to get its name out in the middle of the franchise breakfast wars , and this is another opportunity to prove its differences by reaching out with a new look . Since McDonald ’ s and Yum Brands already have it covered with new menu revamps , Burger King needs something else and a new social outlook is the perfect thing to define itself as a different kind of QSR chain .
Building genuine connections with your fan base takes time , but a step like this change can go a long way toward showing consumers that you ’ re offering something different . Burger King has also
Just for the San Francisco Gay Pride 2014 , Burger King introduced a new burger : the Proud Whopper already made an effort to prove to its consumer base that the slogan update isn ’ t just empty lip service . Its Pride Whopper campaign in San Francisco during Pride Week was polarizing , between fans who approved and those who took offense . But by aligning itself more closely with brands like Chipotle , Burger King managed to resonate soundly with a younger audience , and that seems to be exactly the demographic that Burger King was aiming to reach with the campaign anyway .
So often you hear about restaurants and restaurant chains that are completely resistant to change of any kind , so terrified of alienating their current consumer base . But when you ’ re a rapidly growing franchise , especially one that sees a true opportunity to shoot ahead in the franchise rankings for the first time in years , attracting the attention of a new and younger consumer base can be a vital strategy for success . If Burger King is successful with this rebranding , it could place the franchise in a very strong position with consumers in the upcoming future . 19