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 executives and franchisees this past year sat via 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 really a pretty hard day,” recalls John Koch, Burger King’s executive chef.
It wasn’t the only one. Within the last year, Burger King evaluated all its ingredients from the bacon towards the cheese slices it serves on its char-grilled burgers as an element of annually-long mission to reverse numerous years of slumping sales of their Whoppers and fries. The end result: On Monday, it wants to launch a lineup of smoothies, frappe coffees, chicken strips and snack wraps. The Ten new items mark Burger King’s biggest menu expansion considering that the chain opened its doors in 1954.
Burger King’s food odyssey shows how gruelling it may be for any fast-food company to generate new menu items – an activity most Americans aren’t conscious of when they’re handed a bag at a drive-thru window. Burger King is the latest chain to revamp its menu as part of the fast-food industry’s depart from its nearly single-minded courtship of young men. When the lifeblood from the industry, the economic downturn hit those junk food fanatics particularly hard. Simultaneously, Americans usually have been demanding healthier options.
Burger King has did not evolve even while competitors go after new business with breakfast items and healthier fare. A year ago, Wendy’s the first time edged out Burger King near me as the nation’s No. 2 burger chain behind McDonald’s. To stem the decline, Burger King executives last year decided to remodel its ageing system of 7,200 stores so they are more contemporary, redesign worker uniforms with aprons so they stay neat and even serve the iconic Whopper in cardboard cartons rather than paper burger wrapping for the first time in than two decades. The food, however, is in the middle of its plan.
Consumers have longed for more food options at Burger King, however the revamp is actually a gam.ble. The brand new menu may well not go far enough to differentiate Burger King looking at the competitors.
In the end, you can find striking similarities between Burger King’s new items and the offerings of its much-bigger rival McDonald’s. The Golden Arches already presented specialty salads in 2003, snack wraps in 2006, premium coffee drinks during 2009, and fruit smoothies in 2010.
“Being an innovator is essential inside the fast-food industry,” said Darren Tristano, an analyst for food industry researcher Technomic Inc. But recently, he explained Burger King continues to be much more of a follower. Burger King executives don’t deny that its new merchandise is pretty near those on McDonald’s popular menu. Nevertheless they repeat the new menu was made because of this 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 can get in the competition.”
the fast-food industry has undergone a shift lately. Just 5 years ago, the very best three fast-food companies were all burger chains. But concerns over obesity have paved the way for competitors like Subway, now the second-biggest chain, and Starbucks, which climbed up the rankings towards the No. 3 spot. Smaller players including 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 place to eat by giving wireless Internet and rolling out a string of hit menu items such as fruit smoothies, iced coffees and oatmeal. Burger King failed to take care of. Its share of sales among Burgerking menu fell from 17 percent ten years ago to 12 percent last year, according to researcher Technomic. McDonald’s share rose from 42 per cent to 50 percent.