Advertising Age just wrote an article here profiling Burger King and their Agency Crispin Porter. Every marketer should read it. To me, it is a testament to wrong priorities and lame excuses.
BK has been losing share to McD's for some time, for a number of reasons. BK felt that they had to re-energize the brand with advertising, so they hired the star agency to develop creative that would receive big spending support. Subservient Chicken and the life-like BK Character were part of the creative. BK still lost share.
The article is filled with praise from BK for the great work that Crispin developed and it's value to the business. There is also a bunch of rationalizing by the CMO of BK as to why BK continues to lose share.
Shouldn't BK's effort to re-energize the brand begin with the product (well-trained staff, clean stores, clean bathrooms, efficient operations, tasty food, valuable promotions, etc.)? Shouldn't BK make something about the in-restaurant experience remarkable, first? Until you get what is most important to the customer right - really right - you can't create a sustainable win and retake share.
O.D.O.o.O.D.B.
Comments